Jurnal Manajemen Dayasaing
Vol 25, No 2 (2023): Jurnal Manajemen Dayasaing

BRAND ENGAGEMENT IN SELF CONCEPT PADA PEMBELIAN FASHION MUSLIM GENERASI Z DI JAWA TENGAH

Rina Sari Qurniawati (STIE AMA Salatiga)
Indah Setiyo Rukmi (STIE AMA Salatiga)
Yulfan Arif Nurohman (UIN Raden Mas Said Surakarta)

Article Info

Publish Date
01 Dec 2023

Abstract

This research aims to examine and explain the role of Social Media Marketing and Brand Love on Brand Engagement in Self-Concept and brand loyalty. The number of samples in this study was 230 respondents who were generation Z users of Muslim fashion products in Central Java using a purposive sampling method. The analysis technique used is Path Analysis using SmartPLS version 3. The research results show that Social Media Marketing and Brand Love influence Brand engagement in self-concept and Brand Loyalty. Brand engagement in self-concept is not proven to have an effect on brand loyalty. Therefore, it is important for companies to run effective social media campaigns so that Generation Z loyalty can increase and company revenues can increase.

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Journal Info
Jurnal Manajemen Dayasaing
Website

Abbrev

dayasaing

Publisher

Universitas Muhammadiyah Surakarta

Subject

Decision Sciences, Operations Research & Management Social Sciences

Description

Jurnal Manajemen Dayasaing is a media of scientific papers on economics and business management, human resource management, financial management, marketing management, operations management, hospital management, Islamic economics, and sharia ...