Global symbolic-value orientation and positive electronic word of mouth towards local fashion brands

Sulhaini,; Rusdan,; Sulaimiah,; Dayani, Rahman

doi:10.1016/j.apmrv.2021.09.003

Cited by 11 publications

(5 citation statements)

References 56 publications

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“…The respondents of this study were young Indonesian women aged 17-38 years. In research (Sulhaini et al, 2022) Young consumers are categorized as 17 to 38 years old. A total of 125 respondents participated in this study spread across various regions in Indonesia, namely West Nusa Tenggara, Java, Bali, Jakarta, Sumatra, Sulawesi, Kalimantan, and Papua.…”

Section: Methodsmentioning

confidence: 99%

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The Impact of Influencer Credibility, Brand Originality Image, and Price Consciousness on Consumer Trust in Local Beauty Products

Aenaya,

Sulhaini

2024

JEFMS

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The main purpose of this study is to examine the effect of influencer credibility, brand originality image, and price consciousness on the consumer trust in local brands of beauty products. The sample in this study was young Indonesian female consumers aged between 17 and 38 years. This study shows that influencer credibility and price consciousness affect the trust of local brands of beauty products, while brand originality image does not affect brand trust. The study provides useful managerial implications for local brands to compete in the country's market.

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Section: Methodsmentioning

confidence: 99%

“…The questionnaire used is Google Forms. Online questionnaires have many advantages, including low cost and time efficient (Sulhaini et al, 2022). The questionnaire link was disseminated via whatsapp and Instagram.…”

Section: Methodsmentioning

confidence: 99%

The Impact of Influencer Credibility, Brand Originality Image, and Price Consciousness on Consumer Trust in Local Beauty Products

Aenaya,

Sulhaini

2024

JEFMS

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“…Brand image can also be interpreted as consumers' thoughts and feelings about the brand (Fan et al, 2018) Ahmed (2016), "Brands must have distinctive characteristics and it is this characteristic that distinguishes one product from another even though it is similar, the conditions of increasingly fierce business competition today, companies need to utilize their resources optimally, including trying to create or carry out engineering that can affect consumer perceptions, for example through brand image." Sulhaini et al (2020), "The choice of products that are increasingly making many consumers can determine their choice of a product in this case is clothing that has a good brand image in the community itself and makes these consumers buy and loyal to the product. "…”

Section: Introduction and Literature Reviewmentioning

confidence: 99%

The Role of Brand Image Mediate the Influence of Price Fairness on Purchase Decisions for Local Fashion Brand Products

Stiawan¹,

Jatra²

2022

EJBMR

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This study aims to explain the role of brand image in mediating the effect of price fairness on purchasing decisions of Indonesia Local Fashion Brand named JOGER. This research was conducted in Denpasar with 120 respondents. Path analysis and Sobel test with SPSS for windows program are used. The results indicate that price fairness has positive and significant effect on purchasing decisions. Price fairness has positive and significant effect on brand image. Brand image has positive and significant influence on purchasing decisions. Price fairness has positive and significant effect on purchasing decisions on JOGER products with brand image mediation. This study provide evidence on the development of marketing management science and consumer behavior science, Consumer Behavior is a process that is closely related to the existence of a buying process, at that time consumers carry out activities such as searching, researching, and evaluating products and services in particular. regarding brand image, price fairness and purchasing decisions.

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“…Local brands are brands mostly owned by domestic customers so that they are not seen to give the impression of privilege, specificity, luxury, and uniqueness so that local brands are not interested in those who have a high need for uniqueness and of course, local brands have low emotional value, local brand owners must increase their brands' emotional value by understanding the needs of young consumers to appear unique and participate in raising local brand awareness among domestic customers, particularly young customers (Sulhaini et al 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

The Impact of Endorser on Social Media Engagement and Consumers’ Purchase Intention: Case of Indonesian Footwear Brands

Proceedings of the International Conference on Industrial Engineering and Operations Management

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This study aims to examine the impact of endorser credibility and social media engagement behavior on purchase intention towards local Indonesian footwear brands, focusing on sneaker shoes. This research method is quantitative by using questionnaires and a software application named SmartPLS. This research was conducted through Google form with a sample of 120 followers of the three Indonesian Instagram influencers. The method used in this research is non-probability sampling with convenience sampling techniques. This study shows that endorser credibility has a significant positive relationship with social media engagement behavior toward Indonesian sneaker footwear brands. Further, this study also finds that social media engagement behavior has a significant positive relationship with purchase intention toward Indonesian sneaker footwear brands.

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Global symbolic-value orientation and positive electronic word of mouth towards local fashion brands

Cited by 11 publications

References 56 publications

The Impact of Influencer Credibility, Brand Originality Image, and Price Consciousness on Consumer Trust in Local Beauty Products

The Impact of Influencer Credibility, Brand Originality Image, and Price Consciousness on Consumer Trust in Local Beauty Products

The Role of Brand Image Mediate the Influence of Price Fairness on Purchase Decisions for Local Fashion Brand Products

The Impact of Endorser on Social Media Engagement and Consumers’ Purchase Intention: Case of Indonesian Footwear Brands

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