Main Article Content
Abstract
This study aims to analyze whether there is an impact between brand relationship quality on brand love, brand relationship quality with consumer engagement, consumer community identification with brand love, consumer community identification on consumer engagement, consumer engagement with brand love, brand love with positive word of mouth and brand love with negative word of mouth. The sample obtained amounted to 224 through an online google form, the sampling technique, namely purposive sampling, focused on individuals who have purchased sneakers online on social media with a purchase limit of two times in the past year. In this study using the Structural Equation Model (SEM) with the help of the Amos22 program. The results of this study found that all hypotheses have a positive impact between variables.
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Article Details
References
- Aledhean, A., Kurniawati, K., Utomo, B. P., & Utomo, N. P. (2021). The Mediating Role of Social Interactivity between Consumer Engagement Behavior and Brand Loyalty on Local Product in Indonesia. ULTIMA Management, 13(2), 352–368.
- Alves, H., Campón-Cerro, A. M., & Hernández-Mogollón, J. M. (2019). Enhancing rural destinations’ loyalty through relationship quality. Spanish Journal of Marketing - ESIC, 23(2), 185–204. https://doi.org/10.1108/SJME-09-2018-0041
- Anaya-Sánchez, R., Aguilar-Illescas, R., Molinillo, S., & Martínez-López, F. J. (2020). Trust and loyalty in online brand communities. Spanish Journal of Marketing - ESIC, 24(2), 177–191. https://doi.org/10.1108/SJME-01-2020-0004
- Aro, K., Suomi, K., & Gyrd-Jones, R. (2023). Layers of love – exploring the interactive layers of brand love in the social media setting. European Journal of Marketing, 57(13), 87–110. https://doi.org/10.1108/EJM-12-2020-0897
- Ashoer, M., Murdifin, I., Basalamah, J., As’ad, A., & Pramukti, A. (2021, February). Integrating social commerce constructs into mobile application service; a structural equation model. In Journal of Physics: Conference Series (Vol. 1783, No. 1, p. 012043). IOP Publishing.
- databoks.katadata.co.id. (2022). Platform Belanja Online Lewat Siaran Langsung Paling Banyak Digunakan (2022).
- Febratriantoro, R., & Masnita, Y. (2023). Increasing Purchase Intention And E-Wom Using The Antecedents Of Parasocial Interaction. Ramadhan Febratriantoro, et.al 408 INCREASING PURCHASE INTENTION AND E-WOM USING THE ANTECEDENTS OF PARASOCIAL INTERACTION under a Creative Commons Attribution-NonCom. Jurnal Ekonomi, 12(01), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
- Fissi, S., Gori, E., Marchi, V., & Romolini, A. (2022). Social media, brand communication and customer engagement in Michelin-starred restaurants during a time of crisis. British Food Journal, 125(13), 16–33. https://doi.org/10.1108/BFJ-04-2022-0363
- Gálvez-Ruiz, P., Calabuig, F., Grimaldi-Puyana, M., González-Serrano, M. H., & García-Fernández, J. (2023). The effect of perceived quality and customer engagement on the loyalty of users of Spanish fitness centres. Academia Revista Latinoamericana de Administracion. https://doi.org/10.1108/ARLA-01-2023-0014
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- Keuangan, K., & Lanka, S. (2022). Apakah persepsi kewarganegaraan perusahaan berpengaruh terhadap niat beli selama pandemi COVID-19 ? Seputar dampak mediasi kepercayaan merek dan hubungan kons.
- Le, M. T. H. (2020). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing - ESIC, 25(1), 156–180. https://doi.org/10.1108/SJME-05-2020-0086
- Mansouri, H., Sadeghi Boroujerdi, S., & Md Husin, M. (2022). The influence of sellers’ ethical behaviour on customer’s loyalty, satisfaction and trust. Spanish Journal of Marketing - ESIC, 26(2), 267–283. https://doi.org/10.1108/SJME-09-2021-0176
- Paruthi, M., Kaur, H., Islam, J. U., Rasool, A., & Thomas, G. (2023). Engaging consumers via online brand communities to achieve brand love and positive recommendations. Spanish Journal of Marketing - ESIC, 27(2), 138–157. https://doi.org/10.1108/SJME-07-2022-0160
- Pemasaran, D. M., Ilmu, F., Pretoria, U., Selatan, A., Kuhn, S. W., Bisnis, D. M., Ilmu, F., Stellenbosch, U., Town, C., & Selatan, A. (2022). Konsumsi pakaian buatan tangan sebagai sarana ekspresi diri. https://doi.org/10.1108/JFMM-0
- Romero, J., & Ruiz-Equihua, D. (2020). Be a part of it: promoting WOM, eWOM, and content creation through customer identification. Spanish Journal of Marketing - ESIC, 24(1), 55–72. https://doi.org/10.1108/SJME-11-2019-0092
- Santos, M., & Schlesinger, W. (2021). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing - ESIC, 25(3), 374–391. https://doi.org/10.1108/SJME-11-2020-0201
- Sari, N. K., & As' ad, A. (2022). Pengaruh Harga dan Citra Merek terhadap Keputusan Pembelian Masker Pokana Saat Pandemi di Makassasar. Amkop Management Accounting Review (AMAR), 2(1), 63-70.
- Shahid, S., Islam, J. U., Malik, S., & Hasan, U. (2022). Examining consumer experience in using m-banking apps: A study of its antecedents and outcomes. Journal of Retailing and Consumer Services, 65. https://doi.org/10.1016/j.jretconser.2021.102870
- Sukhu, A. (2023). Service recovery strategies : mitigating negative word-of-mouth in the hotel industry through enhanced customer engagement. https://doi.org/10.1108/IHR-05-2023-0025
- Sukhu, A., Tinggi, S., Peter, E., New, U., Bisnis, T., Bilgihan, A., & Raton, B. (2023). Strategi pemulihan layanan : memitigasi berita negatif dari mulut ke mulut di industri perhotelan melalui peningkatan keterlibatan pelanggan Strategi pemulihan layanan. https://doi.org/10.1108/IHR-05-2023-0025
- van der Westhuizen, L. M., & Kuhn, S. W. (2023). Handmade clothing consumption as a means of self-expression. Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-07-2021-0175.
References
Aledhean, A., Kurniawati, K., Utomo, B. P., & Utomo, N. P. (2021). The Mediating Role of Social Interactivity between Consumer Engagement Behavior and Brand Loyalty on Local Product in Indonesia. ULTIMA Management, 13(2), 352–368.
Alves, H., Campón-Cerro, A. M., & Hernández-Mogollón, J. M. (2019). Enhancing rural destinations’ loyalty through relationship quality. Spanish Journal of Marketing - ESIC, 23(2), 185–204. https://doi.org/10.1108/SJME-09-2018-0041
Anaya-Sánchez, R., Aguilar-Illescas, R., Molinillo, S., & Martínez-López, F. J. (2020). Trust and loyalty in online brand communities. Spanish Journal of Marketing - ESIC, 24(2), 177–191. https://doi.org/10.1108/SJME-01-2020-0004
Aro, K., Suomi, K., & Gyrd-Jones, R. (2023). Layers of love – exploring the interactive layers of brand love in the social media setting. European Journal of Marketing, 57(13), 87–110. https://doi.org/10.1108/EJM-12-2020-0897
Ashoer, M., Murdifin, I., Basalamah, J., As’ad, A., & Pramukti, A. (2021, February). Integrating social commerce constructs into mobile application service; a structural equation model. In Journal of Physics: Conference Series (Vol. 1783, No. 1, p. 012043). IOP Publishing.
databoks.katadata.co.id. (2022). Platform Belanja Online Lewat Siaran Langsung Paling Banyak Digunakan (2022).
Febratriantoro, R., & Masnita, Y. (2023). Increasing Purchase Intention And E-Wom Using The Antecedents Of Parasocial Interaction. Ramadhan Febratriantoro, et.al 408 INCREASING PURCHASE INTENTION AND E-WOM USING THE ANTECEDENTS OF PARASOCIAL INTERACTION under a Creative Commons Attribution-NonCom. Jurnal Ekonomi, 12(01), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Fissi, S., Gori, E., Marchi, V., & Romolini, A. (2022). Social media, brand communication and customer engagement in Michelin-starred restaurants during a time of crisis. British Food Journal, 125(13), 16–33. https://doi.org/10.1108/BFJ-04-2022-0363
Gálvez-Ruiz, P., Calabuig, F., Grimaldi-Puyana, M., González-Serrano, M. H., & García-Fernández, J. (2023). The effect of perceived quality and customer engagement on the loyalty of users of Spanish fitness centres. Academia Revista Latinoamericana de Administracion. https://doi.org/10.1108/ARLA-01-2023-0014
goodstat.id. (2022). No Title.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis Eighth edition.
Ismail, I. J., & Changalima, I. A. (2022). Thank you for sharing! Unravelling the perceived usefulness of word of mouth in public procurement for small and medium enterprises. Management Matters, 19(2), 187–208. https://doi.org/10.1108/manm-01-2022-0005
Keuangan, K., & Lanka, S. (2022). Apakah persepsi kewarganegaraan perusahaan berpengaruh terhadap niat beli selama pandemi COVID-19 ? Seputar dampak mediasi kepercayaan merek dan hubungan kons.
Le, M. T. H. (2020). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing - ESIC, 25(1), 156–180. https://doi.org/10.1108/SJME-05-2020-0086
Mansouri, H., Sadeghi Boroujerdi, S., & Md Husin, M. (2022). The influence of sellers’ ethical behaviour on customer’s loyalty, satisfaction and trust. Spanish Journal of Marketing - ESIC, 26(2), 267–283. https://doi.org/10.1108/SJME-09-2021-0176
Paruthi, M., Kaur, H., Islam, J. U., Rasool, A., & Thomas, G. (2023). Engaging consumers via online brand communities to achieve brand love and positive recommendations. Spanish Journal of Marketing - ESIC, 27(2), 138–157. https://doi.org/10.1108/SJME-07-2022-0160
Pemasaran, D. M., Ilmu, F., Pretoria, U., Selatan, A., Kuhn, S. W., Bisnis, D. M., Ilmu, F., Stellenbosch, U., Town, C., & Selatan, A. (2022). Konsumsi pakaian buatan tangan sebagai sarana ekspresi diri. https://doi.org/10.1108/JFMM-0
Romero, J., & Ruiz-Equihua, D. (2020). Be a part of it: promoting WOM, eWOM, and content creation through customer identification. Spanish Journal of Marketing - ESIC, 24(1), 55–72. https://doi.org/10.1108/SJME-11-2019-0092
Santos, M., & Schlesinger, W. (2021). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing - ESIC, 25(3), 374–391. https://doi.org/10.1108/SJME-11-2020-0201
Sari, N. K., & As' ad, A. (2022). Pengaruh Harga dan Citra Merek terhadap Keputusan Pembelian Masker Pokana Saat Pandemi di Makassasar. Amkop Management Accounting Review (AMAR), 2(1), 63-70.
Shahid, S., Islam, J. U., Malik, S., & Hasan, U. (2022). Examining consumer experience in using m-banking apps: A study of its antecedents and outcomes. Journal of Retailing and Consumer Services, 65. https://doi.org/10.1016/j.jretconser.2021.102870
Sukhu, A. (2023). Service recovery strategies : mitigating negative word-of-mouth in the hotel industry through enhanced customer engagement. https://doi.org/10.1108/IHR-05-2023-0025
Sukhu, A., Tinggi, S., Peter, E., New, U., Bisnis, T., Bilgihan, A., & Raton, B. (2023). Strategi pemulihan layanan : memitigasi berita negatif dari mulut ke mulut di industri perhotelan melalui peningkatan keterlibatan pelanggan Strategi pemulihan layanan. https://doi.org/10.1108/IHR-05-2023-0025
van der Westhuizen, L. M., & Kuhn, S. W. (2023). Handmade clothing consumption as a means of self-expression. Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-07-2021-0175.