PENGARUH STORE ENVIRONMENT TERHADAP BRAND ATTITUDE, BRAND EXPERIENCE, DAN PURCHASE INTENTION DI H&M

Paramitha Murti Ananda; Nabiila Maylva Salsabiila; Petrus Harinanda

doi:10.33366/optima.v6i1.3256

PENGARUH STORE ENVIRONMENT TERHADAP BRAND ATTITUDE, BRAND EXPERIENCE, DAN PURCHASE INTENTION DI H&M

Paramitha Murti Ananda, Nabiila Maylva Salsabiila, Petrus Harinanda

Abstract

Penelitian ini bertujuan untuk menganalisis dan memberikan bukti empiris pengaruh pengalaman merek, yaitu pengalaman merek sensorik dan afektif sebagai faktor anteseden keterlibatan pelanggan, dan konsekuensinya pada loyalitas merek. Data dikumpulkan menggunakan kuesioner online dengan sampel sebanyak 224 responden. Hasilnya menunjukkan bahwa pengalaman pelanggan berpengaruh positif terhadap keterlibatan pelanggan dan ada pengaruh positif terhadap keterlibatan pelanggan pada loyalitas merek. Namun, tidak ada pengaruh yang ditemukan pada sensorik pengalaman merek pada keterlibatan pelanggan. Banyak para pelanggan yang menggemari fashion H&M karena memiliki banyak keunggulan sehingga dapat dengan mudah memikat para pelanggan. Penelitian ini memiliki keterbatasan yaitu hanya memiliki 224 responden sehingga sulit untuk digeneralisasi. Alat analisis yang digunakan pada penelitian ini adalah Structural Equation Model (SEM).

Keywords

Ekonomi

Full Text:

PDF

References

Andreini, D., Pedeliento, G., Zarantonello, L., & Solerio, C. (2018). A renaissance of brand experience : Advancing the concept through a multi- perspective analysis. Journal of Business Research, 91(August 2017), 123–133. https://doi.org/10.1016/j.jbusres.2018.05.046

Augusto, M., & Torres, P. (2018). Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity. Journal of Retailing and Consumer Services, 42(January), 1–10. https://doi.org/10.1016/j.jretconser.2018.01.005

Baker, J. (1991). The Influence of Store Environment on Quality Inferences and Store Image.

Batista-foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. 18(8), 570–582. https://doi.org/10.1057/bm.2010.58

Erdil, T. S. (2015). Effects of Customer Brand Perceptions on Store Image and Purchase Intention: An Application in Apparel Clothing. Procedia - Social and Behavioral Sciences, 207, 196–205. https://doi.org/10.1016/j.sbspro.2015.10.088

Gabisch, J. A. (2008). IMPACT OF VIRTUAL BRAND EXPERIENCE ON PURCHASE INTENTIONS : THE ROLE OF MULTICHANNEL CONGRUENCE. 302–319.

Gupta, S. (2021). The influence of human crowding and store messiness on consumer purchase intention – the role of contamination and scarcity perceptions. March.

Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/prr-08-2017-0034

Hu, H., Jasper, C. R., Hu, H., & Jasper, C. R. (2011). Social cues in the store environment and their impact on store image. https://doi.org/10.1108/09590550610642800

Koubova, V., & Buchko, A. A. (2017). Social eWOM: Does it Affect the Brand Attitude and Purchase Intention of Brands? Management Research Review, 36(7), 700–719.

Laroche, M., & Kim, C. (1996). Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context. 2963(1970).

Nysveen, H. (2014). Influences of co-creation on brand experience The role of brand engagement. 56(6), 807–832. https://doi.org/10.2501/IJMR-2014-016

Prentice, C., Wang, X., Maria, S., & Loureiro, C. (2019). Journal of Retailing and Consumer Services The in fl uence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50(February), 50–59. https://doi.org/10.1016/j.jretconser.2019.04.020

Relationship, T. B., Do, F., & Management, B. (2021). The Role of Brand Experiences in Online Brand Communities. May.

Sachdeva, I., & Goel, S. (2015). Retail store environment and customer experience: a paradigm. Journal of Fashion Marketing and Management, 19(3), 290–298. https://doi.org/10.1108/JFMM-03-2015-0021

Sekaran U., and Bougie, R. (2016). “Research Methods for Business: A Skill Building Approach,” in Research methods for business. In Encyclopedia of Quality of Life and Well-Being Research. https://doi.org/10.1007/978-94-007-0753-5_102084

Shin, N., Kim, H., Lim, S., & Kim, C. (2014). The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition. 8.

Singh, R. P., & Banerjee, N. (2018). Exploring the Influence of Celebrity Credibility on Brand Attitude , Advertisement Attitude and Purchase Intention. https://doi.org/10.1177/0972150918794974

Tomazelli, J., Broilo, P. L., Espartel, L. B., & Basso, K. (2017). The effects of store environment elements on customer-to-customer interactions involving older shoppers. Journal of Services Marketing, 31(4–5), 339–350. https://doi.org/10.1108/JSM-05-2016-0200

Vieira, V. (2013). Stimuli–organism-response framework: A meta-analytic review in the

store environment. Journal of Business Research, 66(9): 1420-1426.

Villiers, M. V. De, Chinomona, R., Chuchu, T., Sciences, B., Africa, S., Villiers, M. V. De, & Villiers, V. De. (2014). The influence of store environment on brand attitude , brand experience and purchase intention. 2012, 1–8.

Wang, C., & Ha, S. (2009). Store attributes influencing relationship marketing : a study of department stores. https://doi.org/10.1108/13612021111151923

Zenker, S., & Rütter, N. (2014). Is satisfaction the key? The role of citizen satisfaction,

place attachment and place brand attitude on positive citizenship behavior. Cities, 38:11-17.

DOI: https://doi.org/10.33366/optima.v6i1.3256

Abstract - Print this article - Indexing metadata - How to cite item - Finding References - Email this article (Login required) - Email the author (Login required)