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All Journal Media Ekonomi dan Manajemen JAM : Jurnal Aplikasi Manajemen Indonesian Journal of Business and Entrepreneurship (IJBE)
Barqiah, Sarah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering

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The Role of Gender, Age, and Educational Groups in Utilitarian Motivation For Sharia Products Marsasi, Endy Gunanto; Barqiah, Sarah
Indonesian Journal of Business and Entrepreneurship Vol. 9 No. 1 (2023): IJBE, Vol. 9 No. 1, January 2023
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.9.1.104

Abstract

The development of sharia products continues to increase globally, both in Muslim-majority and minority areas. Diverse cultural backgrounds influence consumers in making choices. Furthermore, there are differences of opinion in previous studies regarding demographic variables. Using functional attitude theory, the gap in consumer motivation from demographic factors in choosing sharia products. The novelty of this study is to emerge from three demographic factors: gender, age, and education level, as fully predicted control variables. Based on this explanation, this study aims to determine the effect of the relationship between the control variables on the utilitarian motivation model in sharia products. Quantitative research was employed on the primary data collected, using the analysis method of multiple group analysis structural equation modelling (SEM) on 362 respondents. The study revealed that control variables (gender, age, educational background) influenced sharia products. The scope of the research is limited, making the results of this study not maximized. In future research, it is expected to be able to expand the scope, use other control variables, and use other related subjects or objects. Keywords: demographic factor, utilitarian motivation, sharia product, intention to use, ideal self-concept
Exploring Consumer Emotional Relationships through Brand Experience to Enhance Satisfaction in Fashion: Gender and Age Perspectives Marsasi, Endy Gunanto; Barqiah, Sarah; Nafisyah, Ulin
Jurnal Aplikasi Manajemen Vol. 23 No. 4 (2025)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

The fashion industry faces challenges in building strong emotional relationships with consumers amidst increasingly fierce market competition, especially with differences in preferences based on gender and age. This study aims to explore the influence of brand experience on brand love, brand equity, and brand authenticity, and how these factors affect consumer satisfaction. The theory in this study uses the Relationship Theory approach. This study analyzes the emotional relationship between consumers and brands in the fashion industry. Data were collected through a survey of 419 respondents from Generations Y and Z using purposive sampling, and analyzed using Structural Equation Modeling (SEM). The results of the study indicate that brand experience significantly affects brand love, brand equity, and brand authenticity, but the relationship between brand authenticity and consumer satisfaction is not significant. In contrast, brand love and brand equity show a positive influence on consumer satisfaction. Multigroup analysis shows that women tend to have stronger emotional relationships with brands than men, while older consumers emphasize the importance of brand equity to their satisfaction. This study provides important insights into marketing strategies through brand experience, brand love, and authenticity to increase consumer satisfaction, while filling the literature gap related to the dynamics of consumer emotional relationships with fashion brands from a gender and age perspective.
Investigation of the Effects of Social Capital on Information/Knowledge-Sharing Behavior that Drives Gen Z Purchase Intentions through Social Commerce Marsasi, Endy Gunanto; Barqiah, Sarah; Gusti, Yenni Kurnia
Media Ekonomi dan Manajemen Vol 39, No 1 (2024): January 2024
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v39i1.4200

Abstract

This study investigates the impact of social capital theory in social networks on consumer decision-making, highlighting the importance of product features and peer preferences. It identifies a research gap in understanding the effects of structural, relational, and cognitive capital, emphasizing the need for further exploration. The study also examines the relationship between information sharing and purchase intention, addressing a previously neglected area. Additionally, it explores how age and gender, influence consumer characteristics. The empirical data collected from 223 respondents who buy consumer goods through social media as part of the millennial generation through an online survey is analyzed using SEM. Results indicate that structural, cognitive, and relational capital influence the exchange of information. The behavior of sharing information indicates that the more people who provide positive information about a consumer goods product, the higher the intention to buy, it is anticipated that the company will increase its promotion on Twitter and Instagram. This is due to the fact that many consumers use the platform in their daily lives and consumers desire to always be willing to share the information they possess. Moreover, younger women are more inclined to share information based on their age and gender characteristics.
Customer Self-Congruity and Brand Image on Purchase Decision: The Role of Gender and Age as Control Variables Marsasi, Endy Gunanto; Rizan, Mohamad; Barqiah, Sarah; Gusti, Yenni Kurnia
Media Ekonomi dan Manajemen Vol 39, No 2 (2024): July 2024
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v39i2.4541

Abstract

The impetus for this research is Generation Z's lack of understanding of social media marketing and brand image in relation to buying local products, because local brands are generally less successful. Self-congruence is new to assess consumer alignment with brands, which ultimately influences purchase decisions. The study's gap focuses on brand image, highlighting challenges consumers face in identifying with brands via social media. This study aims to show the impact of social media marketing on customer self-alignment, brand image, and purchase decision. The research data was collected by distributing questionnaires using a purposive sampling method to 217 gen Z participants who use local skincare and analyzed using SEM. The results show that all hypotheses influence each other by applying the self-expansion theory, where consumers will align themselves with brands from local products so that consumers will expand their self-concept and culminate in purchasing decisions. This study will also examine customer characteristics by gender and age as control variables that can be fully predicted. The findings of this study indicate a difference in gender, where women are more easily attracted to try than men. Younger consumers were found to prefer shopping online rather than physically, in contrast to older consumers.
Co-Authors Endy Gunanto Marsasi Mohamad Rizan Nafisyah, Ulin Yenni Kurnia Gusti