Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal IIJSE
Siska Amelia
Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya, Indonesia
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Brand Awareness, Electronic Word of Mouth, and Brand Trust on Brand Preference for Richeese Factory Among Gen Z in Surabaya Siska Amelia; Rizky Dermawan
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7535

Abstract

The fast-food industry continues to experience rapid growth, especially with changes in consumption patterns among Gen Z that prioritize convenience and practicality. Richeese Factory, as a local brand, faces challenges in enhancing consumer preferences amidst intense competition. This research aims to examine the influence of Brand Awareness, Electronic Word of Mouth, and Brand Trust on Brand Preference for Richeese Factory among Gen Z in Surabaya City. The research method used is quantitative with a sample of 98 Gen Z respondents aged 17-27 who have purchased or consumed Richeese Factory at least once. The sampling technique employed is purposive sampling, and the data are analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results show that Brand Awareness, Electronic Word of Mouth, and Brand Trust have a positive and significant effect on Brand Preference. This finding highlights the importance of marketing strategies that focus on increasing Brand Awareness, managing Electronic Word of Mouth, and maintaining Brand Trust. This research also contributes to the understanding of marketing in the fast-food industry and opens opportunities for further research with other variables and expanding the geographical scope.
Co-Authors Rizky Dermawan