THE INFLUENCE OF FASHION INNOVATIVENESS ON BEHAVIORAL INTENTION MEDIATED BY BRAND IMAGE AND BRAND LOVE
The study aimed to investigate the impact of fashion innovation, brand image, brand love, and behavioral intention on Customers of Ria Miranda products in Malang. The research sample consisted of 200 purposively selected Customers of Ria Miranda products, with the data being analyzed using the parti...
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| Format: | Article |
| Language: | English |
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University of Brawijaya
2023-03-01
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| Series: | Jurnal Aplikasi Manajemen |
| Subjects: | |
| Online Access: | https://jurnaljam.ub.ac.id/index.php/jam/article/view/1688 |
| _version_ | 1797861402997686272 |
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| author | Nina Deskartika Miwa Ananda Sabil Hussein Mintarti Rahayu |
| author_facet | Nina Deskartika Miwa Ananda Sabil Hussein Mintarti Rahayu |
| author_sort | Nina Deskartika Miwa |
| collection | DOAJ |
| description | The study aimed to investigate the impact of fashion innovation, brand image, brand love, and behavioral intention on Customers of Ria Miranda products in Malang. The research sample consisted of 200 purposively selected Customers of Ria Miranda products, with the data being analyzed using the partial least squares (PLS) methodology through SmartPLS. The research methodology involved an assessment of the internal consistency of the measurement models, the examination of outer models, the construction of path diagrams, and the testing of hypotheses. The study's findings suggest that fashion innovation directly impacts customer behavioral intention toward Ria Miranda products. Additionally, brand image and love mediate between fashion innovation and customer behavioral intention towards Ria Miranda products. To conclude, the study demonstrated the significant impact of fashion innovation on customer behavioral intention towards Ria Miranda products and the mediating role of brand image and brand love in this relationship. The high satisfaction level of these customers results in strong brand loyalty, further strengthened by brand love. The findings of this study indicate that customer behavioral intention can be formed if the fashion product management focuses on exploring the existing advantages of the brand, such as the dimension of fashion innovativeness while considering the brand image and the emotional feelings of the customer. When processed, a high-quality brand image and the emotional feelings of the customer play a full role as mediators in affecting behavioral intention. |
| first_indexed | 2024-04-09T22:01:53Z |
| format | Article |
| id | doaj.art-26d727b53d2f4481ab732e53899f51e3 |
| institution | Directory Open Access Journal |
| issn | 1693-5241 2302-6332 |
| language | English |
| last_indexed | 2024-04-09T22:01:53Z |
| publishDate | 2023-03-01 |
| publisher | University of Brawijaya |
| record_format | Article |
| series | Jurnal Aplikasi Manajemen |
| spelling | doaj.art-26d727b53d2f4481ab732e53899f51e32023-03-23T15:06:29ZengUniversity of BrawijayaJurnal Aplikasi Manajemen1693-52412302-63322023-03-0121126127110.21776/ub.jam.2023.021.1.191467THE INFLUENCE OF FASHION INNOVATIVENESS ON BEHAVIORAL INTENTION MEDIATED BY BRAND IMAGE AND BRAND LOVENina Deskartika Miwa0Ananda Sabil Hussein1Mintarti Rahayu2Faculty of Economics and Business, Brawijaya University, IndonesiaFaculty of Economics and Business, Brawijaya University, IndonesiaFaculty of Economics and Business, Brawijaya University, IndonesiaThe study aimed to investigate the impact of fashion innovation, brand image, brand love, and behavioral intention on Customers of Ria Miranda products in Malang. The research sample consisted of 200 purposively selected Customers of Ria Miranda products, with the data being analyzed using the partial least squares (PLS) methodology through SmartPLS. The research methodology involved an assessment of the internal consistency of the measurement models, the examination of outer models, the construction of path diagrams, and the testing of hypotheses. The study's findings suggest that fashion innovation directly impacts customer behavioral intention toward Ria Miranda products. Additionally, brand image and love mediate between fashion innovation and customer behavioral intention towards Ria Miranda products. To conclude, the study demonstrated the significant impact of fashion innovation on customer behavioral intention towards Ria Miranda products and the mediating role of brand image and brand love in this relationship. The high satisfaction level of these customers results in strong brand loyalty, further strengthened by brand love. The findings of this study indicate that customer behavioral intention can be formed if the fashion product management focuses on exploring the existing advantages of the brand, such as the dimension of fashion innovativeness while considering the brand image and the emotional feelings of the customer. When processed, a high-quality brand image and the emotional feelings of the customer play a full role as mediators in affecting behavioral intention.https://jurnaljam.ub.ac.id/index.php/jam/article/view/1688fashion innovativenessbrand imagebrand lovebehavioral intention |
| spellingShingle | Nina Deskartika Miwa Ananda Sabil Hussein Mintarti Rahayu THE INFLUENCE OF FASHION INNOVATIVENESS ON BEHAVIORAL INTENTION MEDIATED BY BRAND IMAGE AND BRAND LOVE Jurnal Aplikasi Manajemen fashion innovativeness brand image brand love behavioral intention |
| title | THE INFLUENCE OF FASHION INNOVATIVENESS ON BEHAVIORAL INTENTION MEDIATED BY BRAND IMAGE AND BRAND LOVE |
| title_full | THE INFLUENCE OF FASHION INNOVATIVENESS ON BEHAVIORAL INTENTION MEDIATED BY BRAND IMAGE AND BRAND LOVE |
| title_fullStr | THE INFLUENCE OF FASHION INNOVATIVENESS ON BEHAVIORAL INTENTION MEDIATED BY BRAND IMAGE AND BRAND LOVE |
| title_full_unstemmed | THE INFLUENCE OF FASHION INNOVATIVENESS ON BEHAVIORAL INTENTION MEDIATED BY BRAND IMAGE AND BRAND LOVE |
| title_short | THE INFLUENCE OF FASHION INNOVATIVENESS ON BEHAVIORAL INTENTION MEDIATED BY BRAND IMAGE AND BRAND LOVE |
| title_sort | influence of fashion innovativeness on behavioral intention mediated by brand image and brand love |
| topic | fashion innovativeness brand image brand love behavioral intention |
| url | https://jurnaljam.ub.ac.id/index.php/jam/article/view/1688 |
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