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All Journal International Journal of Application on Economics and Business
Wahyuni, Nofi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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BRAND EXPERIENCE, ATTITUDE, AND LOYALTY IN BRAND EQUITY FASHION LUXURY BRAND Fanandaru, Esti Mulya; Kurniawati, Kurniawati; Wahyuni, Nofi; Septiani, Yunita
International Journal of Application on Economics and Business Vol. 1 No. 2 (2023): May 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i2.651-669

Abstract

Luxury products have become a means of self-actualization in society to show prosperity or wealth. Even so, the consumption of luxury goods is the prerogative of people in the world. There are several studies and research that discuss this luxury item to understand how consumer experiences with brands are either negative or positive, how luxury products affect people's attitudes which ultimately lead to loyalty to product purchases and provide benefits to producers how the product is considered good by the public. The purpose of this paper is to find out how the influence of brand experience, brand attitude, and brand loyalty on brand equity in luxury fashion brands. The research method used in this study is collecting responses from consumers who have at least bought several luxury fashion brands (such as Hermes, Chanel, Yves Saint Laurent, Fendi, and other luxury fashion brands with a minimum of 2 purchases within 2 years. Data were collected from 188 respondents using a questionnaire with a Likert scale. The empirical results show that customer engagement positively encourages brand loyalty.
THE EFFECT OF OMNI-CHANNEL CHANNELS ON CUSTOMER SATISFACTION IN RETAIL FASHION IN INDONESIA Wahyuni, Nofi; Kurniawati, Kurniawati
International Journal of Application on Economics and Business Vol. 1 No. 2 (2023): May 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i2.586-598

Abstract

The main purpose of this study is to analyze the effect pf Omni-Channel on E-Purchase Intention, P-Purchase Intention, Customer Experience and Customer Satisfaction and how brands use Omni-Channel to meet customer needs in retail fashion in Indonesia. This study uses primary data, the respondents in this study are people who have shopped fashion with online and offline channel. The model for this study used a non-probability sampling technique with purposeful sampling technique, therefore the sample used was 323 respondents. In addition, the analysis tool used in this study is structural equation modeling (Structural Equation Modeling-SEM) using the AMOS program. The empirical test results show that the Omni-Channel Capability has the greatest correlation value in influencing E-Purchase Intention, P-Purchase Intention, Behavior Intention to Customer Experience and Customer Satisfaction. The implication of this study shows that marketing managers must consider Omni-Channel strategy so that it can affect Consumer Satisfaction at fashion brand. For further research, it can also add and analyze additional factors that affect Re-Purchase Intention and Customer Loyalty.
Co-Authors Fanandaru, Esti Mulya Kurniawati Kurniawati Septiani, Yunita