What Influences Fashion Consumers’ Loyalty On Social Media in Indonesia?
DOI:
https://doi.org/10.54099/ijibmr.v2i1.125Keywords:
customer engagement, influencer marketing, percievied, perceivied value, purchase intention, customer loyalty, trustAbstract
This research examines the determining factors which can affect consumer loyalty for fashion products on social media mediated by purchase intention. This research focuses on both locally produced and imported fashion products sought after by Batam City residents. Collected data is pooled from 352 respondents using Google Forms. The questionnaires were taken from the works of Abou Ali et al., (2021) dan Prasad et al., (2019). The causal-comparative quantitative approach is used in this research, while linear regression is used to prove the relationship between each hypothesis. This research shows that the relationship between country of origin, customer engagement, influencer marketing, purchase intention, and trust can explain about 53% of customer loyalty. Meanwhile, perceived value does not significantly affect customer loyalty directly. To examine the mediating relationship of purchase intention, this research uses the aforementioned variables to be compared. The result shows that there is a mediating relationship between purchase intention and independent perceived value and trust. Altogether this research is conducted in a relatively short time. Additionally, the lack of supporting journals and sources that can reinforce the mediating relationship of purchase intention toward perceived value and trust makes this study not thoroughly discussed.
References
Abou Ali, A. A., Ali Associate Professor, A. A., Mostapha Professor, N., & Ali, A. (2021). The Role of Country of Origin, Perceived Value, Trust, and Influencer Marketing in Determining Purchase Intention in Social Commerce. Culture and Human Behavior, 2(2), 10.
Abror, A., Patrisia, D., & Padang, U. N. (2019). Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty. https://doi.org/10.1108/JIMA-03-2019-0044
Al-Abdallah, G. M., & Abo-Rumman, A. H. (2013). The Effect of Brand Associations on Customer Loyalty: Empirical Study on Mobile Devices in. American Academic & Scholarly Research Journal, 5(1), 122–135.
Alcoba, D. R., Oña, O. B., Massaccesi, G. E., Torre, A., Lain, L., Melo, J. I., Peralta, J. E., & Oliva-Enrich, J. M. (2018). Magnetic Properties of Mononuclear Co(II) Complexes with Carborane Ligands. Inorganic Chemistry, 57(13), 7763–7769. https://doi.org/10.1021/acs.inorgchem.8b00815
Audi, M., & Ghazzawi, K. (2015). The Effect of Celebrity Endorsement on Creating Brand Loyalty: An Application on the Lebanese Cosmetic Sector ’ s Demand. 6(5), 273–287.
Banyte, J., & Dovaliene, A. (2014). Relations between customer engagement into value creation and customer loyalty. Procedia - Social and Behavioral Sciences, 156(April), 484–489. https://doi.org/10.1016/j.sbspro.2014.11.226
Bergel, M., Frank, P., & Brock, C. (2019). The role of customer engagement facets on the formation of attitude, loyalty and price perception. Journal of Services Marketing, 31(7), 890–903. https://doi.org/10.1108/JSM-01-2019-0024
Berry, C., Mukherjee, A., Burton, S., & Howlett, E. (2015). A COOL Effect: The Direct and Indirect Impact of Country-of-Origin Disclosures on Purchase Intentions for Retail Food Products. Journal of Retailing, 91(3), 533–542. https://doi.org/10.1016/j.jretai.2015.04.004
Bilgihan, A. (2016). Gen y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103–113. https://doi.org/10.1016/j.chb.2016.03.014
Boateng, S. L. (2019). Online relationship marketing and customer loyalty: A signaling theory perspective. International Journal of Bank Marketing, 37(1), 226–240. https://doi.org/10.1108/IJBM-01-2018-0009
BPS. (2021). Statistik data BPS Fashion 2020.
Bruwer, J., Buller, C., Saliba, A. J., & Li, E. (2014). Country-of-origin (COO) brand loyalty and related consumer behaviour in the Japanese wine market. International Journal of Wine Business Research, 26(2), 97–119. https://doi.org/10.1108/IJWBR-05-2013-0020
Černikovaitė, M. (2019). THE IMPACT OF INFLUENCER MARKETING ON CONSUMER BUYING BEHAVIOR IN SOCIAL NETWORKS. May.
Chen, S. C., & Quester, P. G. (2015). The relative contribution of love and trust towards customer loyalty. Australasian Marketing Journal, 23(1), 13–18. https://doi.org/10.1016/j.ausmj.2014.12.003
Chen, Y. R. (2017). Perceived values of branded mobile media , consumer engagement , business-consumer relationship quality and purchase intention: A study of WeChat in China. Public Relations Review, May, 0–1. https://doi.org/10.1016/j.pubrev.2017.07.005
Cheng, B. L., Gan, C. C., Imrie, B. C., & Mansori, S. (2019). Service recovery, customer satisfaction and customer loyalty: Evidence from Malaysia’s hotel industry. International Journal of Quality and Service Sciences, 11(2), 187–203. https://doi.org/10.1108/IJQSS-09-2017-0081
Chinomona, R., Okoumba, L., & Pooe, D. (2013). The impact of product quality on perceived value, trust and students’ intention to purchase electronic gadgets. Mediterranean Journal of Social Sciences, 4(14), 463–472. https://doi.org/10.5901/mjss.2013.v4n14p463
Das, G. (2014). Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407–414. https://doi.org/10.1016/j.jretconser.2013.11.001
Detik, C. (2021). Riset-belanja-online-wanita-lebih-sering-pria-lebih-boros.
El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50(xxxx), 322–332. https://doi.org/10.1016/j.jretconser.2018.07.007
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Con fi guring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, June 2017, 0–1. https://doi.org/10.1016/j.jbusres.2018.01.031
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164
Gao, M., & Huang, L. (2021). Quality of channel integration and customer loyalty in omnichannel retailing: The mediating role of customer engagement and relationship program receptiveness. Journal of Retailing and Consumer Services, 63(May), 102688. https://doi.org/10.1016/j.jretconser.2021.102688
Hair, J., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2018). MULTIVARIATE DATA ANALYSIS Multivariate Data Analysis.
Hair, J. F., Risher, J. J., & Ringle, C. M. (2018). When to use and how to report the results of PLS-SEM. 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hanaysha, J., & Hilman, H. (2015). Advertising and Country of Origin as Key Success Factors for Creating Sustainable Brand Equity. Journal of Asian Business Strategy, 5(7), 141–152. https://doi.org/10.18488/journal.1006/2015.5.7/1006.7.141.152
Hasan, G. (2018). ANALISA PENGARUH COUNTRY OF ORIGIN IMAGE DAN BRAND EQUITY DIMENSIONS TERHADAP BRAND EQUITY.
HootSuite. (2021). DIGITAL 2021 INDONESIA.
Hsu, C. L., & Lin, J. C. C. (2016). Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention. Technological Forecasting and Social Change, 108, 42–53. https://doi.org/10.1016/j.techfore.2016.04.012
Huang, T., Bao, Z., & Li, Y. (2016). Why do players purchase in mobile social network games? An examination of customer engagement and of uses and gratifications theory.
IPSOS. (2021). Ipsos Global Trends 2021 : November, 1–51.
Iskamto, D. (2020). Role of Products in Determining Decisions of Purchasing. Jurnal Inovasi Bisnis, 8(2), 200–2007. https://doi.org/10.35314/inovbiz.v8i2.1424
Iskamto, D. (2021). Investigation of Purchase Decisions Based on Product Features offered. ADPEBI International Journal of Business and Social Science, 1(1), 1–9. https://doi.org/10.54099/aijbs.v1i1.1
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness Asia Pacific Journal of Marketing and Logistics Article information : October. https://doi.org/10.1108/APJML-10-2015-0154
Jin, S. V., & Ryu, E. (2020). “I’ll buy what she’s #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55(November 2018), 102121. https://doi.org/10.1016/j.jretconser.2020.102121
Juliandi, A. (2018). STRUCTURAL EQUATION MODEL PARTIAL LEAST SQUARE (SEM-PLS) DENGAN SMARTPLS. https://doi.org/DOI: 10.5281/zenodo.1243777
Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product and Brand Management, 29(6), 803–814. https://doi.org/10.1108/JPBM-02-2019-2280
Jung, J. H., Yoo, J. J., & Arnold, T. J. (2021). The influence of a retail store manager in developing frontline employee brand relationship, service performance and customer loyalty. Journal of Business Research, 122(September 2020), 362–372. https://doi.org/10.1016/j.jbusres.2020.09.010
Karim, K. (2021). Does Price Affect Consumer Decisions In Buying Products? (Food Industry case study). International Journal of Islamic Business and Management Review, 1(1), 21–27. https://doi.org/10.54099/ijibmr.v1i1.43
Keshavarz, Y., & Jamshidi, D. (2018). Service quality evaluation and the mediating role of perceived value and customer satisfaction in customer loyalty. International Journal of Tourism Cities, 4(2), 220–244. https://doi.org/10.1108/IJTC-09-2017-0044
Martínez, P., & Rodríguez del Bosque, I. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89–99. https://doi.org/10.1016/j.ijhm.2013.05.009
Masyhuri, M. (2022). Applying a Multiple Convergent Process in Achieving a Successful of New Product Developmen. ADPEBI International Journal of Business and Social Science, 2(1), 1–12. https://doi.org/10.54099/aijbs.v2i1.48
Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2021). Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use. Journal of Retailing and Consumer Services, 63(November). https://doi.org/10.1016/j.jretconser.2020.102404
Monferrer, D., Moliner, M. A., Estrada, M., Monferrer, D., Moliner, M. A., Estrada, M., & Journal, S. (2019). Increasing customer loyalty through customer engagement in the retail banking industry La mejora de la lealtad a través del compromiso del cliente en el sector bancario. 23(3), 461–484. https://doi.org/10.1108/SJME-07-2019-0042
Narita, F. Z. (2021). THE SOCIETY The Society of the Selfie.
Panda, R. K., & Misra, S. (2014). Impact of Country-of-origin Image on Brand Equity: A Study on Durable Products in India. Procedia - Social and Behavioral Sciences, 150, 494–499. https://doi.org/10.1016/j.sbspro.2014.09.062
Pinto, P. A., & Paramita, E. L. (2021). Social media influencer and brand loyalty on generation Z : the mediating effect of purchase intention. 4(2), 105–115.
Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation Y in an online environment. Marketing Intelligence and Planning, 37(4), 372–385. https://doi.org/10.1108/MIP-02-2018-0070
Prentice, C., Yun, X., Hua, L., & Hu, L. (2019). Journal of Retailing and Consumer Services The influence of identity-driven customer engagement on purchase. Journal of Retailing and Consumer Services, 47(November 2018), 339–347. https://doi.org/10.1016/j.jretconser.2018.12.014
Rahi, S. (2016). Impact of customer perceived value and customer’s perception of public relation on customer loyalty with moderating role of brand image. Journal of Internet Banking and Commerce, 21(2).
Rasheed, F. A., & Abadi, M. F. (2014a). Impact of Service Quality, Trust and Perceived Value on Customer Loyalty in Malaysia Services Industries. Procedia - Social and Behavioral Sciences, 164(August), 298–304. https://doi.org/10.1016/j.sbspro.2014.11.080
Rasheed, F. A., & Abadi, M. F. (2014b). Impact of Service Quality, Trust and Perceived Value on Customer Loyalty in Malaysia Services Industries. Procedia - Social and Behavioral Sciences, 164(August), 298–304. https://doi.org/10.1016/j.sbspro.2014.11.080
Savila, I. D., Wathoni, R. N., & Santoso, A. S. (2019). The role of multichannel integration, trust and offline-to-online customer loyalty towards repurchase intention: An empirical study in online-to-offline (O2O) e-commerce. Procedia Computer Science, 161, 859–866. https://doi.org/10.1016/j.procs.2019.11.193
Sholihin, M., & Ratmono, D. (2021). Analisis SEM-PLS dengan WarpPLS 7.0 untuk Hubungan Nonlinier dalam Penelitian Sosial dan Bisnis (Issue January). Andi.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53(September 2018). https://doi.org/10.1016/j.jretconser.2019.01.011
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). Electronic Commerce Research and Applications How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37(August), 100886. https://doi.org/10.1016/j.elerap.2019.100886
Thakur, R. (2016). Understanding Customer Engagement and Loyalty: A Case of Mobile Devices for Shopping. Journal of Retailing and Consumer Services, 32, 151–163. https://doi.org/10.1016/j.jretconser.2016.06.004
Tong, X., & Su, J. (2018). Exploring young consumers’ trust and purchase intention of organic cotton apparel. Journal of Consumer Marketing, 35(5), 522–532. https://doi.org/10.1108/JCM-04-2017-2176
Toor, A., Husnain, M., & Hussain, T. (2017). The impact of social network marketing on consumer purchase intention in Pakistan: Consumer engagement as a mediator. Asian Journal of Business and Accounting, 10(1), 167–199.
VIVANEWS. (2022). Brand Indonesia Sepanggung dengan Hermès di Paris Fashion Week 2022.
Yunus, N. S. N. M., & Rashid, W. E. W. (2016). The Influence of Country-of-origin on Consumer Purchase Intention: The Mobile Phones Brand from China. Procedia Economics and Finance, 37(16), 343–349. https://doi.org/10.1016/s2212-5671(16)30135-6
Yuon, D., & Kim, H. (2021). Trust me , trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134(November 2019), 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 International Journal of Islamic Business and Management Review
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.