From flexing to community engagement and repurchase intention: An Indonesian Muslimah luxury brand approach

Haque, Marissa Grace and Rimadias, Santi and Ernaningsih, Indria (2023) From flexing to community engagement and repurchase intention: An Indonesian Muslimah luxury brand approach. Jurnal Manajemen dan Pemasaran Jasa, 16 (2). pp. 253-270. ISSN 2442-9732

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Abstract

Starting from the flexing phenomenon, transforming into an exclusive group emotional bond, ending with the intention to buy back Indonesian luxury fashion products, used as a marketing approach for "Buttonscarves." It is broken down into utilitarian values, hedonic values, and brand community engagement on customer satisfaction, the implications for repurchase intention, then tested and analyzed for each roles. A muslimah community created with an appropriate use called "BS Lady." 61 members joined the survey, fill-in the a 1-6 scale structured online questionnaire, analyzed with PLS-SEM through SmartPLS 3.0 software. Research conducted in March 2023. Results show that brand community engagement and customer satisfaction have proven to have a positive effect on repurchase intention. Utilitarian value is proven to have a positive effect on customer satisfaction. Indirectly, hedonic values affect repurchase intention through customer satisfaction. Finally, it was found that utilitarian values and hedonic values have no on repurchase intention.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Prodi S1 Manajemen
Depositing User:	Mrs. Santi Rimadias
Date Deposited:	22 Feb 2024 02:06
Last Modified:	22 Feb 2024 02:06
URI:	http://repository.ibs.ac.id/id/eprint/7689

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