Fashion Consciousness and Muslim Modest Brand Advocacy: The mediating role of brand love, and loyalty

Kusumawati Andriani,Akbarina Farida,Pangestuti Edriana,Nimran Umar 한국마케팅과학회 2022 Journal of Global Fashion Marketing Vol.13 No.4

This study aims to identify the dimensions of fashion consciousness and investigate the relationship of fashion consciousness to brand love, loyalty and its impact on advocacy on all things muslim modest brand consumers perceive in Indonesia. Data were collected from 315 respondents and analyzed using partial least square (PLS). This study provides information about luxury muslim modest brands, which can be used to reference muslim clothing. This study shows that fashion consciousness has a significant effect on brand love, fashion consciousness significantly affects loyalty, and fashion consciousness has a significant effect on advocacy. In addition, brand love has a significant effect on loyalty. However, consumers who love a brand will not advocate it because sometimes they do not want the fashion. They have the same as others. This aligns with the results of previous research suggesting that brand love has no significant effect on advocacy, and loyalty has a significant effect on advocacy. Fashion has an unusual behavior effect on each consumer. So, it is necessary to conduct research related to consumer behavior because the perception of each fashion model is different.

The E-Servqual Effect on the Stickiness Intention of Marketplace During COVID-19 Pandemic: An Empirical Study in Indonesia

Andriani KUSUMAWATI,Fedianty AUGUSTINAH,Taher ALHABSYI,Suharyono SUHARYONO 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.8

This paper examines the effect of e-service quality on the users of the Facebook marketplace. Users can always have stickiness intention. Stickiness intention is regarded as repetitive visits to and use of a certain website because of a commitment to continue using that website. Hence, we examine and explain the influence of e-service quality variables on stickiness intention. The variables used for e-service quality include efficiency, fulfillment, system availability, and privacy. The researchers related stickiness intention variable to online media users who always use the Facebook marketplace longer than other marketplaces, and users who visit the Facebook marketplace more often than other marketplaces. The method of data analysis was using inferential statistics GeSCA method. The GeSCA method is a Structural Equation Modeling (SEM) technique that can directly analyze latent variables, indicators, and measurement errors. The results of the GeSCA method before the COVID-19 pandemic states that an increase in e-service quality by 77.5% will increase stickiness intention by 61.2%. The results of the GeSCA method after the COVID-19 pandemic states that an increase in e-service quality by 85.2% would increase stickiness intention by 81.1%. This indicates that Facebook marketplace users had more stickiness intention for the Facebook marketplace.

Distribution of Brand Community in University: A Systematic Review of Literature on Higher Education Market-Oriented Strategy

Danial THAIB(Danial THAIB ),Saiful GHOZI(Saiful GHOZI ),Hendra SANJAYA KUSNO(Hendra SANJAYA KUSNO ),Andriani KUSUMAWATI(Andriani KUSUMAWATI ),Edy YULIANTO(Edy YULIANTO ) 한국유통과학회 2023 유통과학연구 Vol.21 No.3

Purpose: Brand community in higher education institutions comes up as an important topic to be discussed because the relationships among consumers can support the institutional brand and ultimately give meaning and vitality to the market-oriented strategy. This study aims to investigate how the literature on brand community in higher education have been distributed in research trends, theoretical frameworks, and methods. Research design, data and methodology: A total of 24 articles were organized from four reputable international databases. Content analysis were performed followed by synthesis toward potential directions and suggestions. Results: The researches in this area have increasingly focused on online interaction. Social identity theory and relationship theory were the two most prevalent theories used. Since the internet provides any social relationship with a specific relationship to form the brand community, its contextualization in higher education resulted in new concept implementation. Conclusions: The relationship within online participati on has impacted the market-oriented strategy of higher education in searching for ways toward a long-term and enduring bond among students, alumni, institutions and brands. As there is a plenteous prospect of data availability combined with big data analysis technology, the online participation will pique the interest of scholars to conduct further research on it.

The Effect of Spiritual Marketing and Entrepreneurship Orientation on Determining Sustainable Competitive Advantage

BAMBANG, Ahmad,KUSUMAWATI, Andriani,NIMRAN, Umar,SUHARYONO, Suharyono Korea Distribution Science Association 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.2

The purpose of this study is to apply Structural equation modeling (SEM) analysis with Generalized Structured Component Analysis (GSCA) and translate the effect of Spiritual Marketing and Entrepreneurial Orientation on Sustainable Competitive Advantage with Marketing Capabilities as Mediation, especially for General BBM marketing at PT. Pertamina (Persero). The quantitative approach in this study uses a survey method by taking samples from the population. The survey was conducted by distributing questionnaires to respondents. Data analysis was performed using SEM and analyzed using the GSCA model. The population of this study consisted of 3,207 workers in central and regional marketing offices (Marketing Operation Region (MOR) spread throughout Indonesia. Therefore, a sample of 356 respondents was taken according to the Slovin formula. Spiritual marketing and entrepreneurial orientation directly influence the ability to improve Innovation which directly influences sustainable competitive advantage. Therefore, to develop a sustainable competitive advantage in marketing Pertamina's General BBM, it is necessary to implement spiritual marketing and improve entrepreneurial orientation. The novelty in this study lies in the unprecedented research on the role and position of spiritual marketing towards marketing capabilities and sustainable competitive advantage, combined with entrepreneurial orientation variables.

Influence of Electronic Word of Mouth on Visitor's Interest to Tourism Destinations

APRILIA, Fitri,KUSUMAWATI, Andriani Korea Distribution Science Association 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.2

The contribution made by the tourism sector is strategic enough to provide job opportunities and increase the state's foreign exchange which will be followed by development in the information and technology sectors. The population of this study includes all domestic tourists who visit the Batu City Angkut Museum over 17 years of age and who have obtained information via eWOM from other tourists. Based on the measurement, a minimum of 160 respondents must be selected as the research sample. Non-probability sampling techniques are used to select samples. Social media had been used by companies to provide information, services, and products related to tourism, and it was utilized by tourists to share information about their traveling experiences. Nowadays, tourists have become more selective and critical in selecting their destinations as they have become good observant in finding adequate information about certain destinations before deciding to visit the place. This reaction can be influenced by positive eWOM communication, positive image, and trust given to certain tourist destinations. Therefore, improving the number of visits requires the management of certain tourism service companies to apply proper marketing strategy and provide various advantages and best service quality to attract more visitors and give satisfaction to visitors.

The Effect of Relationship Marketing on Service Quality and Customer Loyalty: An Empirical Study in Indonesia

Robby Tanod MAMUSUNG,Umar NIMRAN,Suharyono SUHARYONO,Andriani KUSUMAWATI 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.7

The purpose of this research is to examine and analyze the effect of Relationship Marketing on service quality and customer loyalty, especially in the context of the retail industry. In retail industry, Relationship Marketing is the key to increase and maintain a large pool of customers. This research was conducted in North Sulawesi Province with a sample size of 155 supermarket customers. The sampling technique used for the study is the purposive sampling. Data was analyzed using SEM based on GeSCA components. The results showed that Relationship Marketing had a significant positive effect both on service quality and customer loyalty. The commitment, communication, conflict handling, and competence play an important role in improving service quality which ultimately makes customers loyal. In addition, the relationship between service quality and customer loyalty, also has significant positive findings. These findings are in line with the concept of SERVQUAL and The Commitment-Trust Theory. The implication of the managerial research is that supermarket managers in North Sulawesi must focus and emphasize more on the Relationship Marketing dimension especially in terms of commitment, communication, conflict handling, and competence. Once these factors can be met, the quality of service will increase, and it causes an increase in customer loyalty to shop more at the supermarket.