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All Journal Jurnal Manajemen Dayasaing
Indah Setiyo Rukmi
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Decision Sciences, Operations Research & Management Social Sciences

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BRAND ENGAGEMENT IN SELF CONCEPT PADA PEMBELIAN FASHION MUSLIM GENERASI Z DI JAWA TENGAH Rina Sari Qurniawati; Indah Setiyo Rukmi; Yulfan Arif Nurohman
Jurnal Manajemen Dayasaing Vol 25, No 2 (2023): Jurnal Manajemen Dayasaing
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/dayasaing.v25i2.23498

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.
Co-Authors Rina Sari Qurniawati, Rina Sari Yulfan Arif Nurohman