Article Sidebar
Main Article Content
Abstract
Indonesia memiliki banyak generasi milenial dengan penganut Agama Islam. Tentu dengan tingginya angka generasi milenial, para pemasar fashion muslim perlu mengetahui seperti apa pendekatan yang tepat pada generasi milenial di Indonesia. Tujuan dari penelitian ini adalah untuk menguji apakah pengalaman merek (sensorik, afektif, perilaku dan intelektual) dan keterlibatan pelanggan generasi milenial dalam pengaruhnya menjadi konsumen yang loyal terhadap sebuah merek. Penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang dikumpulkan dengan kuesioner, selanjutnya diolah menggunakan Amos 24 dengan total responden sebesar 171 untuk diuji. Hasil yang ditemukan yaitu pengalaman merek intelektual dan pengalaman keperilakuan merek berpengaruh positif terhadap keterlibatan pelanggan, keterlibatan pelanggan sendiri juga berpengaruh positif terhadap loyalitas merek. Di sisi lain, ditemukan pengalaman merek sensorik dan pengalaman merek afektif tidak signifikan pada keterlibatan pelanggan. Para pemasar fashion muslim perlu meningkatkan hubungan mereka melalui keterlibatan pelanggan pada konsumen milenial agar milenial tidak meninggalkan merek tersebut. Rekomendasi yang dapat diberikan untuk penelitian selanjutnya adalah dengan mencari jumlah responden dengan jenis kelamin yang setara agar tidak cenderung pada satu jenis kelamin saja.
Keywords
Article Details
Copyright (c) 2022 Manda Indurasmi, Istyakara Muslichah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
- Aaker, D. A. (1991) “Managing brand equity: Capitalizing on the value of a brand name”, New York: The Free Press.
- Ahn, J. and Back, K. J. (2018). Antecedents and Consequences of Customer Brand Engagement in Integrated Resorts. International Journal of Hospitality Management, 75, pp.114-152.
- Alkassim, S. R dan Tran, X. (2016) “Comparison of Convenience Sampling and Purposive Sampling”, American Journal of Theoretical and Applied Statistics, 5(1), pp.1-4.
- Altschwager, T., Conduit, J. dan Goodman, S. (2013) “Branded marketing events: facilitating customer brand engagement”, International Conference of the Academy of Wine Business Research, pp.1-14.
- Altschwager, T., Conduit, J., Bouzdine-Chameeva, T., dan Goodman, S. (2017) “Branded marketing events: engaging Australian and French wine consumers”, Journal of Service Theory and Practice, 27(2), pp.336–357.
- Apuke, O. D. (2017). Quantitative Research Methods: A Synopsis Approach. Kuwait Chapter of Arabian Journal of Business and Management and Management Review, 6(11), pp.40-47.
- Berry, L. L. dan Carbone, L. P. (2007) “Build Loyalty Through Experience Management”, Quality Progress, Milwaukee, 40(9), pp.26-32.
- Calder, B.J., Hollebeek, L.D. and Malthouse, E.C. (2018) ‘Creating Stronger Brands Through Consumer Experience and Engagement’, in Palmatier, R.W., Kumar, V., and Harmeling, C.M. (eds) Customer Engagement Marketing. Cham: Springer International Publishing, pp.221–242. doi:10.1007/978-3-319-61985-9_10.
- Chaudhuri, A. dan Holbrook, M. B. (2001) “The Chain of Effect from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty”, 65, pp.81-93.
- Eckleberry-Hunt, J. dan Tucciarone, J. (2011) “The Challenge and Opportunities of Teaching “Generation Y”, Journal of Graduate Medical Education, 3(4), pp.458 – 461.
- Guillard, V. dan Roux, D. (2014) “Macromarketing Issues on The Sidewalk: How “Gleaners” and “Disposers” (Re)Create a Sustainable Economy”, Journal of Macromarketing, 34(3), pp.291-312.
- Hair, J., Black, W. C., Babin, B. J., Anderson, A. E. (2019). “Multivariate Data Analysis-Cengage Learning”. Hampshire, UK: Cengage Learning.
- Han, H., Lee, K.-S., Song, H., Lee, S., dan Chua, B.-L. (2019) “Role of coffeehouse brand experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase intention”, Journal of Hospitality and Tourism Insights, 3(1), pp.17–35.
- Khan, I. dan Rahman, Z. (2015). A Review and Future Directions of Brand Experience Research. International Strategic Management Review, 3(1), pp.1-14.
- Khan, I., Fatma, M., Kumar, V. dan Amoroso, S. (2020) “Do Experience and Engagement Matter to Millennial Consumers?”, Marketing Intelligence & Planning, 39(2), pp.329-341.
- Kosiba, J. P. B., Boateng, H., Amartey, A. F. O., Boakye, R. O. dan Hinson, R. (2018) “Examining Customer Engagement and Brand Loyalty in Retailing Banking”, International Journal of Retail & Distribution Management, 46(8), pp.764-779.
- Krishna, A., Cian, L., dan Aydınoğlu, N. Z. (2017) “Sensory Aspects of Package Design”, Journal of Retailing, 93(1), pp.43–54.
- Kusnandar, V. B. (2021) “Sebanyak 86,88% Penduduk Indonesia Beragama Islam”, Tersedia di: https://databoks.katadata.co.id/datapublish/2021/09/30/sebanyak-8688-penduduk-indonesia-beragama-islam (diakses pada 11 Januari 2022).
- Kwon, J. H., Jung, S. H., Choi, H. J. dan Kim, J. (2020). Antecedent Factors That Affect Restaurant Brand Trust and Brand Loyalty: Focusing on US and Korean Consumers. Journal of Product & Brand Engagement, 30(7), pp.990-1015.
- Lazarevic, V. (2011) “Encouraging Brand Loyalty in Fickle Generation Y Consumers”, 13(1), pp.45-61.
- Li, M. W., Teng, H. Y. dan Chen, C. Y. (2020) “Unlocking the Customer Engagement-brand Loyalty Relationship in Tourism Social Media: The Roles of Brand Attachment and Customer Trust”, Journal of Hospitality and Tourism Management, 44, pp.184-192.
- Oliver, R. L. (1999) “Whence Customer Loyalty?”, Journal of Marketing, 63, pp.33-34.
- Potdar, V., Joshi, S., Harish, R., Baskerville, R., dan Wongthongtham, P. (2018) “A process model for identifying online customer engagement patterns on Facebook brand pages”, Information Technology & People, 31(2), pp.595–614.
- Pour, J. M., Rafiei, K., Khani, M. dan Sabrirazm, A. (2021) “Gamification and Customer Experience: The Mediating role of Brand engagement in Online Grocery Retailing”, Nankai Business Review International, 12(3), pp.340 - 357.
- Prentice, C., Wang, X., dan Loureiro, S. M. C. (2019) “The influence of brand experience and service quality on customer engagement”, Journal of Retailing and Consumer Services, 50, pp.50–59.
- Ravichandran, T. (2015) “Exploring the Relationship Between IT Competence, Innovation Capacity and Organizational Agility”. pp.22-42.
- Rodrigues, P. dan Martins, F. V. (2016) “Perceptual and Behavioral dimensions: Measuring Brand Equity Consumer Based”, Journal of Fashion Marketing and Management, 20(4), pp.507-519.
- Safeer, A. A., He, Y. dan Abrar, M. (2020) “The Influence of Brand Experience on Brand Authenticity and Brand Love: an Empirical Study From Asian Consumers' Perspective”, Asia Pacific Journal of Marketing and Logistic, 33(5), pp.1123-1138.
- Schmitt, B. H. dan Rogers, D. L. (2008) “Handbook on Brand and Experience Management, Edward Elgar Publishing”. Cheltenham.
- So, K. K. F., King, C. dan Sparks, B. (2014) “Customer engagement with tourism brands:Scale development and validation”, Journal of Hospitality and Tourism Research, 38, pp.304-329.
- Su, J. dan Chang, A. (2016) “Factors Affecting College Students’ Brand Loyalty Toward Muslim Fashion a Consumer-Based Brand Equity Approach”, International Journal of Retail & Distribution Management, 46(1), pp.90-107.
- Vivek, S. D., Beatty, S. E. dan Morgan, R. M. (2012) “Customer Engagement: Exploring Customer Relationships Beyond Purchase”, Journal of Marketing Theory and Practice, 20(2), pp.127-145.
- Williams, J. P. dan Kamaludeen, M. N. (2017) “Muslim girl culture and social control in southeast Asia: exploring the hijabista and hijabster phenomena”, Crime, Media, Culture: An International Journal, 13(2), pp.199-216.
References
Aaker, D. A. (1991) “Managing brand equity: Capitalizing on the value of a brand name”, New York: The Free Press.
Ahn, J. and Back, K. J. (2018). Antecedents and Consequences of Customer Brand Engagement in Integrated Resorts. International Journal of Hospitality Management, 75, pp.114-152.
Alkassim, S. R dan Tran, X. (2016) “Comparison of Convenience Sampling and Purposive Sampling”, American Journal of Theoretical and Applied Statistics, 5(1), pp.1-4.
Altschwager, T., Conduit, J. dan Goodman, S. (2013) “Branded marketing events: facilitating customer brand engagement”, International Conference of the Academy of Wine Business Research, pp.1-14.
Altschwager, T., Conduit, J., Bouzdine-Chameeva, T., dan Goodman, S. (2017) “Branded marketing events: engaging Australian and French wine consumers”, Journal of Service Theory and Practice, 27(2), pp.336–357.
Apuke, O. D. (2017). Quantitative Research Methods: A Synopsis Approach. Kuwait Chapter of Arabian Journal of Business and Management and Management Review, 6(11), pp.40-47.
Berry, L. L. dan Carbone, L. P. (2007) “Build Loyalty Through Experience Management”, Quality Progress, Milwaukee, 40(9), pp.26-32.
Calder, B.J., Hollebeek, L.D. and Malthouse, E.C. (2018) ‘Creating Stronger Brands Through Consumer Experience and Engagement’, in Palmatier, R.W., Kumar, V., and Harmeling, C.M. (eds) Customer Engagement Marketing. Cham: Springer International Publishing, pp.221–242. doi:10.1007/978-3-319-61985-9_10.
Chaudhuri, A. dan Holbrook, M. B. (2001) “The Chain of Effect from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty”, 65, pp.81-93.
Eckleberry-Hunt, J. dan Tucciarone, J. (2011) “The Challenge and Opportunities of Teaching “Generation Y”, Journal of Graduate Medical Education, 3(4), pp.458 – 461.
Guillard, V. dan Roux, D. (2014) “Macromarketing Issues on The Sidewalk: How “Gleaners” and “Disposers” (Re)Create a Sustainable Economy”, Journal of Macromarketing, 34(3), pp.291-312.
Hair, J., Black, W. C., Babin, B. J., Anderson, A. E. (2019). “Multivariate Data Analysis-Cengage Learning”. Hampshire, UK: Cengage Learning.
Han, H., Lee, K.-S., Song, H., Lee, S., dan Chua, B.-L. (2019) “Role of coffeehouse brand experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase intention”, Journal of Hospitality and Tourism Insights, 3(1), pp.17–35.
Khan, I. dan Rahman, Z. (2015). A Review and Future Directions of Brand Experience Research. International Strategic Management Review, 3(1), pp.1-14.
Khan, I., Fatma, M., Kumar, V. dan Amoroso, S. (2020) “Do Experience and Engagement Matter to Millennial Consumers?”, Marketing Intelligence & Planning, 39(2), pp.329-341.
Kosiba, J. P. B., Boateng, H., Amartey, A. F. O., Boakye, R. O. dan Hinson, R. (2018) “Examining Customer Engagement and Brand Loyalty in Retailing Banking”, International Journal of Retail & Distribution Management, 46(8), pp.764-779.
Krishna, A., Cian, L., dan Aydınoğlu, N. Z. (2017) “Sensory Aspects of Package Design”, Journal of Retailing, 93(1), pp.43–54.
Kusnandar, V. B. (2021) “Sebanyak 86,88% Penduduk Indonesia Beragama Islam”, Tersedia di: https://databoks.katadata.co.id/datapublish/2021/09/30/sebanyak-8688-penduduk-indonesia-beragama-islam (diakses pada 11 Januari 2022).
Kwon, J. H., Jung, S. H., Choi, H. J. dan Kim, J. (2020). Antecedent Factors That Affect Restaurant Brand Trust and Brand Loyalty: Focusing on US and Korean Consumers. Journal of Product & Brand Engagement, 30(7), pp.990-1015.
Lazarevic, V. (2011) “Encouraging Brand Loyalty in Fickle Generation Y Consumers”, 13(1), pp.45-61.
Li, M. W., Teng, H. Y. dan Chen, C. Y. (2020) “Unlocking the Customer Engagement-brand Loyalty Relationship in Tourism Social Media: The Roles of Brand Attachment and Customer Trust”, Journal of Hospitality and Tourism Management, 44, pp.184-192.
Oliver, R. L. (1999) “Whence Customer Loyalty?”, Journal of Marketing, 63, pp.33-34.
Potdar, V., Joshi, S., Harish, R., Baskerville, R., dan Wongthongtham, P. (2018) “A process model for identifying online customer engagement patterns on Facebook brand pages”, Information Technology & People, 31(2), pp.595–614.
Pour, J. M., Rafiei, K., Khani, M. dan Sabrirazm, A. (2021) “Gamification and Customer Experience: The Mediating role of Brand engagement in Online Grocery Retailing”, Nankai Business Review International, 12(3), pp.340 - 357.
Prentice, C., Wang, X., dan Loureiro, S. M. C. (2019) “The influence of brand experience and service quality on customer engagement”, Journal of Retailing and Consumer Services, 50, pp.50–59.
Ravichandran, T. (2015) “Exploring the Relationship Between IT Competence, Innovation Capacity and Organizational Agility”. pp.22-42.
Rodrigues, P. dan Martins, F. V. (2016) “Perceptual and Behavioral dimensions: Measuring Brand Equity Consumer Based”, Journal of Fashion Marketing and Management, 20(4), pp.507-519.
Safeer, A. A., He, Y. dan Abrar, M. (2020) “The Influence of Brand Experience on Brand Authenticity and Brand Love: an Empirical Study From Asian Consumers' Perspective”, Asia Pacific Journal of Marketing and Logistic, 33(5), pp.1123-1138.
Schmitt, B. H. dan Rogers, D. L. (2008) “Handbook on Brand and Experience Management, Edward Elgar Publishing”. Cheltenham.
So, K. K. F., King, C. dan Sparks, B. (2014) “Customer engagement with tourism brands:Scale development and validation”, Journal of Hospitality and Tourism Research, 38, pp.304-329.
Su, J. dan Chang, A. (2016) “Factors Affecting College Students’ Brand Loyalty Toward Muslim Fashion a Consumer-Based Brand Equity Approach”, International Journal of Retail & Distribution Management, 46(1), pp.90-107.
Vivek, S. D., Beatty, S. E. dan Morgan, R. M. (2012) “Customer Engagement: Exploring Customer Relationships Beyond Purchase”, Journal of Marketing Theory and Practice, 20(2), pp.127-145.
Williams, J. P. dan Kamaludeen, M. N. (2017) “Muslim girl culture and social control in southeast Asia: exploring the hijabista and hijabster phenomena”, Crime, Media, Culture: An International Journal, 13(2), pp.199-216.