Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal JAM : Jurnal Aplikasi Manajemen Indonesian Journal of Business and Entrepreneurship (IJBE)
Barqiah, Sarah
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
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/ub.jam.2025.023.4.08

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.
Co-Authors Endy Gunanto Marsasi Nafisyah, Ulin