Fashion-preneur and Social Media: A strategy to Enhance Teens’ Awareness, Trust and Loyalty towards Indonesian Local Fashion Brands

نویسندگان

چکیده

This current study aims to examine the role of social media marketing, brand awareness, value, and trust in local fashion loyalty. uses affective-cognitive theory that stated create an emotional response, a customer needs evaluate affective cognitive stimuli provided by brand. focuses on investigating effect marketing awareness (cognitive); perceived value (affective) One hundred fifty respondents from Indonesian brands have participated survey were recruited using purposive sampling technique. Structural Equation Modelling (AMOS 20) was used analyze data, through two steps: Confirmatory Factor Analysis (CFA) hypothesis testing. The result CFA test confirmed indices all acceptable. results testing show positively influenced customers’ while loyalty is activity done media, degree trust, value. Based this study, make customers loyal industry, fashion-preneur must deliver right campaign.

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ژورنال

عنوان ژورنال: APMBA (Asia Pacific Management and Business Application)

سال: 2023

ISSN: ['2615-2010', '2252-8997']

DOI: https://doi.org/10.21776/ub.apmba.2023.011.03.6