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An Analysis of the Relationships between Brand Equity, Purchase Intention, Purchase Behavior, Short-Term Happiness, and Long-Term Happiness in the Fashion Industry
Get PDFCompanies are actively striving to enhance their brand equity. This study aims to investigate the impact of brand equity on purchase intention and in turn, consumer purchasing behavior and both short-term and long-term happiness. In addition, this study investigates the mediating role of purchase intention in these relationships. The participants in this study were individuals who have previously purchased an Indonesian fashion brand. There were 265 participants. This study found brand equity significantly influences purchase intention and in turn, purchase behavior as well as short-term happiness and long-term happiness. Furthermore, purchase intention mediates the influence of brand equity on purchase behavior and the influence of brand equity on both short-term happiness and long-term happiness
Analisis Pengaruh Literasi Keuangan, Gender, dan Gaya Hidup Hedonis terhadap Perilaku Konsumtif Generasi Z di Surabaya dalam Penggunaan E-Wallet.
Get PDFThis research aims to analyze the influence of financial literacy, gender, and hedonic lifestyle on the consumptive behavior of generation z in surabaya in use of e-wallets. This research uses quantitative research methods with sampling using purposive sampling techniques. The sample processed was 141 respondents who had used e-wallets. analysis technique using partial least squares with structural equation modeling (PLS-SEM). The research results show that financial literacy has a significant negative effect on consumptive behavior, while gender has no effect on consumptive behavior, and hedonic lifestyle has a significant positive effect on consumptive behavior. The implications of this research are for related parties, such as the government, especially in the education sector, to strengthen financial literacy education, especially for generation Z in Surabaya. Increasing financial literacy can help reduce unplanned consumer behavior. Research on gender, at least in the context of e-wallets in Surabaya, can be concluded that gender differences are not the main factor in determining the level of consumer behavior. However, relevant parties still need to monitor these developments and perhaps strengthen efforts for gender equality in e-wallet access and use. This research indicates the need for a careful approach to the promotion of consumer lifestyles in e-wallet marketing campaigns. Relevant parties, including e-wallet companies, may consider more thoughtful strategies to encourage responsible use.
Keywords: consumptive behavior, financial literacy, gender, hedonic lifestyl
Pengaruh Brand Trust, Hedonic Value, dan Brand Image Terhadap Brand Love pada Konsumen Zara di Surabaya
Get PDFAs time goes by, developments in the fashion industry continue to change from year to year. However, research on retail stores in Indonesia is still limited, especially in Surabaya. This research aims to examine the influence of brand trust, hedonic value, and brand image on brand love among Zara consumers in Surabaya. A survey was conducted to assess the relationship between these variables in the context of Zara retail stores in Surabaya, Indonesia. This research uses primary data by distributing questionnaires online. There were 155 respondents who participated in filling out this survey. The sampling technique uses purposive sampling and the data analysis technique uses statistical testing tools with SEM-PLS software. The results of this research state that brand trust influences brand love; Hedonic Value has a significant effect on brand love; and brand image has a significant effect on brand love.
Keywords : Brand Trust, Hedonic Value, Brand Image, and Brand Love
Pengaruh Citra Merek, Kesadaran Merek, Serta Sikap Konsumen Terhadap Niat Pembelian Produk Uniqlo Pada Generasi Z Di Surabaya
Get PDFThis study aims to examine the effect of Brand Image, Brand Awareness, and Consumer Attitudes on the Purchase Intention of Uniqlo Products for generation Z in Surabaya. In addition, this study also examines the effect of Quality of Life on Purchasing Behavior. This study conducted a survey of Uniqlo customers to test the proposed relationship. To analyze the data, this study used structural equation modeling. The results of this study indicate First, brand image, brand awareness, consumer attitudes simultaneously have a significant effect on purchase intention. Second, Brand image partially has no significant effect on purchase intention. Which means that the good or bad brand image of a product does not affect consumer buying intentions. Third, brand awareness partially has a significant positive effect on purchase intention. Which means that brand awareness is able to make consumer purchasing power so that buying interest in a product increases Where it affects purchase intention. Finally, consumer attitudes partially have no significant negative effect on purchase intention, meaning that the high and low level of a person's liking for a product that expresses the attitude of a consumer has no effect on purchase intention.
Keywords: Brand Image, Brand Awareness, Consumer Attitudes, Product Purchase Intentions, Generation
Pengaruh Sensitivitas Harga, Kepercayaan Pelanggan, Intensi Membeli, Dan E-Wom Terhadap Loyalitas Merek Saat Harbolnas Di Jawa Timur
Get PDFThe main problem in this research is how price sensitivity, level of trust, and E-WOM influence purchasing intentions during the Harbolnas event. The expected fundamental contribution is the expansion of the theory, namely the relationship between influencing factors and buying intensity during the National Holidays. This study will also confirm price sensitivity, customer trust, EWOM and brand loyalty on buying intensity, especially during National Holidays. has an influence on purchases during National Holidays. This study numbered 150 respondents and the criteria were 17 years and over, specifically having purchased products during National Holidays using a proportional sampling technique. The salient findings of this study confirm that price sensitivity plays an important role in influencing purchasing intensity during the Harbolnas period. Apart from that, trust in e-commerce platforms also has a significant impact on purchasing intensity during National Holidays.
Keywords : Price Sensitivity, Customer Trust, E-Wom, Brand Loyalty and Purchase Intentio
Islamic Fundraising Pada Facebook Ads dan Instagram Ads: Studi Netnografi Perspektif Maslahah
Get PDFIslamic fundraising is a form of activity to share goodness with fellow Muslims. Having more assets is an obligation that must be fulfilled, one of which is by raising funds which can increase concern for each other. This research aims to find out how Islamic fundraising works on Facebook Ads and Instagram Ads, as well as to find out the analysis of Islamic fundraising on Facebook Ads and Instagram Ads from a maslahah perspective. This research was carried out using a qualitative method with a netnographic study approach, the researcher will carry out more in-depth observations with the community according to the research focus. The data collection method used was observation, interviews and documentation by conducting interviews with 16 informants. The research results found that the majority of people understand and know about Islamic fundraising which can be done through Facebook Ads and Instagram Ads based on a maslahah perspective.
Keywords: Islamic Fundraising, Facebook, Instagram, Maslaha
Analisis Pengaruh Nilai Hedonis, Reputasi Merek, Dan Informasi Dari Informasi Dari Mulut Ke Mulut Terhadap Niat Beli Pada Produk Starbucks Di Surabaya
Get PDFThis research aims to analyze and identify the influence of Hedonic Value, Brand Reputation, and Information from Word of Mouth on Purchase Intentions for Starbucks Products in Surabaya. The research was conducted on Starbucks Customers or Consumers in Surabaya with a total sample of 100 people. Data collection techniques used were questionnaires via Google forms and conventional ones directly. Variable measurement uses a Likert scale with a scale of 1-7 and analysis for data processing uses the Multiple Linear Regression Analysis method using SPSS Ver.26 software. The research results show that Hedonic Value, Brand Reputation, and Information from Word of Mouth have a significant positive effect on Purchase Intention.
Analisis Pengaruh Pengetahuan Akuntansi, Penghargaan Finansial, dan Pertimbangan Pasar Kerja terhadap Minat Karier Profesi Auditor (Studi Empiris Mahasiswa S1 Akuntansi di Perguruan Tinggi Negeri dan Swasta di Kota Surabaya)
Get PDFThis research aims to analyze whether accounting students' interest in
choosing a career as an auditor profession is influenced by accounting knowledge, financial rewards and job market considerations. The population and sample used in the current research are undergraduate accounting students at state and private universities in the city of Surabaya, the samples used are students at Hayam Wuruk University Perbanas Surabaya (UHW), Indonesian College of Economics (STIESIA) , University of 17 August (UNTAG), Sunan Ampel State Islamic University (UINSA) and Surabaya State University (UNESA). The sample collection technique used the purposive sampling method and 156 research samples were obtained. The data used is primary data with data analysis techniques, namely measurement model testing (outer model) and structural model testing (inner model) with the help of the WarpPLS 7.0 software program and the Microsoft office Excel software program. Based on the results of this research, it has been shown that accounting knowledge influences interest in a career in the auditor profession, while financial rewards and job market considerations do not influence interest in a career in the auditor profession
Pengaruh Citra Merek, Harga, Dan Gaya Hidup Terhadap Keputusan Pembelian Pakaian Bekas Bermerek Di Kota Surabaya
Get PDFBased on research that has been conducted, the aim of this research is to determine the influence of brand image, price and lifestyle on purchasing decisions for used branded clothing in the city of Surabaya. This research uses a quantitative approach which is carried out by distributing questionnaires to respondents. Respondents were determined using purposive sampling. The data processing technique uses SEM-PLS with smart –pls 4.0 and descriptive analysis uses Microsoft Excel. The research results show that brand image, price and lifestyle have a significant influence on purchasing decisions
Analisis Pengaruh Rasio Likuiditas, Profitabilitas, Solvabilitas, Dan Ukuran Perusahaan Terhadap Kondisi Financial Distress (Studi pada perusahaan consumer cyclicals yang tercatat di Bursa Efek Indonesia (BEI) Periode 2020 - 2022)
Get PDFPredicting financial distress is very important for a company to avoid business failure. Consumer cylicals are companies that are directly proportional to economic growth because the products produced are secondary goods. To see indicators of a company's health, financial performance can be used which consists of liquidity ratio, profitability ratio, solvency ratio and company size. The sample used consisted of 285 consumer cyclical companies for the 2020-2022 period that were included in the criteria. The analysis technique used is logistic regression analysis. The results of this research show that the liquidity (CR) has no significant effect, the profitability ratio (ROA), the solvency ratio (DAR), and company size have a significant effect in predicting financial distress