ANALISIS CUSTOMER INTENTION DAN CUSTOMER SATISFACTION TERHADAP BRAND FASHION PAKAIAN ERIGO

  • Fadel Farraz Rizkianto Universitas Trisakti
  • Sri Vandayuli Riorini Universitas Trisakti
  • Winda Ayu Anjani Universitas Trisakti
  • Daffa Aditya Universitas Trisakti

Abstract

In the midst of competition among existing fashion brands, Erigo emerges as a unique fashion brand that introduces its own distinctiveness and becomes the most favored brand among the younger generation, successfully making its mark on the international stage. The research design employed in this study is hypothesis testing. The sampling technique used is non-probability sampling, and 51 respondents who are familiar with and have purchased the Erigo fashion brand were obtained. Data collection was conducted through a survey by distributing questionnaires to the respondents. The data were processed using Structural Equation Modeling (SEM). The research results indicate that utilitarian value has a positive influence on customer satisfaction, which subsequently also affects behavioral intention along with utilitarian value. On the other hand, hedonic value does not have a positive influence on customer satisfaction and behavioral intention. The findings of this study can provide insights for fashion brand sellers to design appropriate promotional strategies.

References

Aziz, S., Md Husin, M., Hussin, N., & Afaq, Z. (2019). Factors that influence individuals’ intentions to purchase family takaful mediating role of perceived trust. Asia Pacific Journal of Marketing and Logistics, 31(1), 81–104. https://doi.org/10.1108/APJML-12-2017-0311

Bhuian, S., & Sharma, S. K. (2017). Predicting consumer pro-environmental behavioral intention: The moderating role of religiosity. Review of International Business and Strategy, 27(3), 352–368. https://doi.org/10.1108/RIBS-03-2017-0022

Gumiwang, A. (2019). Kemenperin: Industri Tekstil dan Pakaian Tumbuh Paling Tinggi. Kementerian Perindustrian. https://kemenperin.go.id/artikel/21230/Kemenperin:-Industri-Tekstil-dan-Pakaian-Tumbuh-Paling-Tinggi

Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2019). Multivariate Data Analysis, Multivariate Data Analysis. In Book (Vol. 87, Issue 4).

Jain, S., Khan, M. N., & Mishra, S. (2017). Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior. Journal of Asia Business Studies, 11(1), 4–21. https://doi.org/10.1108/JABS-08-2015-0118

KOMINFO. (2019). No Title. https://www.kominfo.go.id/content/detail/16770/kemkominfo-pertumbuhan-e-commerce-indonesia-capai-78-persen/0/sorotan_media%0A

Moriuchi, E., & Takahashi, I. (2023). An empirical study on repeat consumer’s shopping satisfaction on C2C e-commerce in Japan: the role of value, trust and engagement. Asia Pacific Journal of Marketing and Logistics, 35(3), 560–581. https://doi.org/10.1108/APJML-08-2021-0631

Moshood, T. D., Nawanir, G., Mahmud, F., Ahmad, M. H. bin, Mohamad, F., & AbdulGhani, A. (2023). The plastic of the future: determinants for switching intention from synthetic to biodegradable plastics among the young consumers. Journal of Social Marketing, 13(1), 121–148. https://doi.org/10.1108/JSOCM-05-2022-0097

Moslehpour, M., Van Kien, P., & Danyfisla, I. (2014). Differences of customer purchase behavior toward organic rice in Indonesia and Taiwan. International Journal of Quality and Service Sciences, 6(4), 348–368. https://doi.org/10.1108/IJQSS-04-2013-0024

Saddad, M. (2021). Keren, Iklan Brand Lokal Erigo Tampil di Times Square New York. Kompas.Com. https://lifestyle.kompas.com/read/2021/03/27/102225820/keren-iklan-brand-lokal-erigo-tampil-di-times-square-new-york?page=all

Suhartanto, D., Mohd Suki, N., Najib, M., Suhaeni, T., & Kania, R. (2023). Young Muslim consumers’ attitude towards green plastic products: the role of environmental concern, knowledge of the environment and religiosity. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-08-2021-0277

Yosefa Sufiana, H., & Beni, S. (2020). ANALISIS KINERJA KEUANGAN PADA CREDIT UNION BONAVENTURA TEMPAT PELAYANAN LEDO. Business, Economics and Entrepreneurship, 2(1), 10-14. https://doi.org/10.46229/b.e.e.v2i1.131

Beni, S., Putra, W., & Bariyah, N., (2023). THE EFFECT OF CREDIT CIRCULATION, LOAN TO DEPOSIT RATIO (LDR), AND INTEREST RATE ON RETURN ON ASSETS (ROA) DUE TO NON-PERFORMING LOAN (NPL) ON CREDIT UNIONS IN INDONESIA. INTERNATIONAL JOURNAL OF MULTI DISCIPLINE SCIENCE, 6(1), 60-72. http://dx.doi.org/10.26737/ij-mds.v6i1.3797

Beni, S., Putra, W., & Bariyah, N. (2023). Effect of Outstanding Credit Volume, Loan to Deposite Ratio, Loan Interst Rate On Credit Union Return On Assets In PUSKOPCUINA 2015-2019 . Journal of Economic and Business Analysis, 1(1), 44–53. Retrieved from http://businessandfinanceanalyst.com/index.php/JEBA/article/view/40

Published
2024-03-15
How to Cite
Fadel Farraz Rizkianto, Riorini, S. V., Anjani, W. A., & Aditya, D. (2024). ANALISIS CUSTOMER INTENTION DAN CUSTOMER SATISFACTION TERHADAP BRAND FASHION PAKAIAN ERIGO. Business, Economics and Entrepreneurship, 6(1), 54-61. https://doi.org/10.46229/b.e.e.v6i1.808

Most read articles by the same author(s)

Obs.: This plugin requires at least one statistics/report plugin to be enabled. If your statistics plugins provide more than one metric then please also select a main metric on the admin's site settings page and/or on the journal manager's settings pages.