Determinan Brand Engagement in Self-Concept (BESC): Produk Fast Fashion

Dhia Ratuzzahrah(1*), Sarah Gabriella(2), Whinarko .(3), Kurniawati .(4)

(1) Universitas Trisakti
(2) Universitas Trisakti
(3) Universitas Trisakti
(4) Universitas Trisakti
(*) Corresponding Author

Abstract

Tujuan - Menganalisis proses keterlibatan konsumen pada merek fast fashion, brand engagement in self-concept berfokus pada variabel pendorong utama (brand Image, value co-creation, social media marketing activities, brand self-connection), brand engagement in self-concept, dan brand experience terhadap peningkatan positive word-of-mouth dan brand loyalty. Metodologi - Menggunakan pengujian hipotesis dan analisis data menggunakan AMOS dengan permodelan structural equation modeling (SEM). Pada penelitian ini menggunakan 365 responden pengguna produk fast fashion. Hasil - Temuan-temuan mengungkapkan kedua variabel pendorong utama (social media marketing activities dan brand image ) secara berpengaruh terhadap brand engagement in self-concept yang kemudian berpengaruh terhadap brand experience. Brand experience menunjukkan pengaruh terhadap brand loyalty dan positive word-of-mouth dan kemudian brand loyalty juga menunjukkan pengaruh yang kuat dengan positive word-of-mouth. Implikasi - Penting bagi pelaku fast fashion dalam memperhatikan hal ini untuk proses pengembangan produk dan bertahan dalam sengit nya persaingan di dalam dunia fast fashion dari waktu ke waktu

Keywords

Brand Engagement in Self-Concept, Brand Experience, Brand Loyalty, Word-of-Mouth, Fast Fashion

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