How Muslim Youth Community Brand Sells Merchandise Case: Shift Youth Movement
DOI:
https://doi.org/10.12695/ajtm.2021.14.1.6Keywords:
Brand Loyalty, Brand Image, Perceived Quality, Purchase Intention, Islamic Brand, and Partial Least SquareAbstract
Abstract. Shift is a Muslim youth movement community in Indonesia. As one of the Islamic Brand in Indonesia, Shift starts selling the merchandise to broaden the brand. However, selling the brand's merchandise is not easy work to do. A couple of factors might affect customer purchase intention, such as brand loyalty and brand image. This research aims to find a strategy on how Islamic Brand sell merchandises. This study will discuss several variables, such as brand knowledge, brand satisfaction, brand identification, brand image, brand loyalty, and perceived quality to purchase intention. The data collection uses the questionnaire as the method and analyses it on Partial Least Square Structural Equation Modeling (PLS-SEM). The questionnaires are distributed by online platforms with sample size of 436 respondents who knew about Shift Brand and Shift's Merchandise. The outcomes are brand knowledge, brand satisfaction, brand identification, influence brand image and brand loyalty. Brand loyalty has a positive impact on purchase intention; however, brand image and perceived quality insignificant impact purchase intention. The Shift must develop a strategy to strengthen brand knowledge, brand satisfaction, and brand identification; therefore, it can increase brand loyalty, leading to purchase intention.
Keywords: Brand loyalty, brand image, perceived quality, purchase intention, Islamic brand, and partial least square.
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References
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Alserhan, B. A. (2010b). Islamic branding: A conceptualization of related terms. Journal of Brand Management, 18(1), 34-49.
Beerli, A., Martin, J. D., & Quintana, A. (2004). A model of customer loyalty in the retail banking market. European journal of marketing, 38(1/2), 253-275.
Berger, J., & Heath, C. (2007). Where consumers diverge from others: Identity signaling and product domains. Journal of consumer research, 34(2), 121-134.
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Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of marketing, 67(2), 76-88.
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Bruner, G. C. (2009). Marketing Scales Handbook (Vol. 5). Carbondale: GCBII Productions.
Chandrashekaran, M., Rotte, K., Tax, S. S., & Grewal, R. (2007). Satisfaction strength and customer loyalty. Journal of marketing research, 44(1), 153-163.
Chang, C. H., & Tu, C. Y. (2005). Exploring Store Image, Customer Satisfaction and Customer Loyalty Relationship: Evidence from Taiwanese Hypermarket Industry. Journal of American Academy of Business, 7(2), 197-202.
Da Silva, R. V., & Alwi, S. F. S. (2008). Online corporate brand image, satisfaction and loyalty. Journal of Brand Management, 16(3), 119-144.
Das, Gopal. (2014). Linkages of retail personality, perceived quality, and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407- 414.
Davis-Sramek, B., Droge, C., Mentzer, J. T., & Myers, M. B. (2009). Creating commitment and loyalty behavior among retailers: what are the roles of service quality and satisfaction?. Journal of the Academy of Marketing Science, 37(4), 440.
Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer–brand identification. Journal of Business Research, 69(8), 2901-2910.
Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50, 30-41.
Flynn, L. R., Goldsmith, R. E., & Eastman, J. K. (1996). Opinion leaders and opinion seekers: Two new measurement scales. Journal of the academy of marketing science, 24(2), 137-147.
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462-474.
Fournier, S., & Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of research in Marketing, 14(5), 451-472.
Ghanbari, M., Yasemi, M., & Abasi, E. (2017). The intermediate role of brand loyalty in the relationship between consumer value and purchase intention (case study: Consumers of Snowa household appliances in Kermanshah city). International Review of Management and Marketing, 7(4), 116-121.
Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of advertising, 28(4), 47-57.
Hameed, S., & Kanwal, M. (2018). Effect of brand loyalty on purchase intention in cosmetics industry. Research in Business and Management, 5(1), 25-35.
Han, H., Nguyen, H. N., Song, H., Chua, B. L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72, 86-97.
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Jensen Schau, H., & Gilly, M. C. (2003). We are what we post? Self-presentation in personal web space. Journal of consumer research, 30(3), 385-404.
Juran, J.M., Godfrey, A B, Hoogstoel, R.E. and Schilling, E.G. (1999). The Quality Improvement Process, Juran's Quality Handbook, 5th edition. New York: McGraw-Hill.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9-21.
Koku, P. S., & Jusoh, O. (2015). Towards a curriculum and pedagogy in Islamic marketing. International Journal of Islamic Marketing and Branding, 1(2), 149-159.
Kuenzel, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification. Journal of Targeting, Measurement and Analysis for Marketing, 18(3), 167-176.
Lam, S. K., Ahearne, M., Mullins, R., Hayati, B., & Schillewaert, N. (2013). Exploring the dynamics of antecedents to consumer–brand identification with a new brand. Journal of the Academy of Marketing Science, 41(2), 234-252.
Li, C. P. (2017). Effects of brand image, perceived price, perceived quality, and perceived value on the purchase intention towards sports and tourism products of the 2016 Taichung international travel fair. The Journal of International Management Studies, 12(2), 97-107.
Madrigal, R. (2001). Social identity effects in a belief–attitude–intentions hierarchy: Implications for corporate sponsorship. Psychology & marketing, 18(2), 145-165.
Malhotra, N. K. (2007). Marketing research: An applied orientation. Upper Saddle River, NJ: Pearson/Prentice Hall.
Martenson, Rita. (2007). Corporate Brand Image, Satisfaction and Store Loyalty: A Study of the Store as a Brand, Store Brands and Manufacturer Brands. International Journal of Retail and Distribution Management, 35(7), 544–555.
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of marketing, 66(1), 38-54.
McAlexander, J. H., Kim, S. K., & Roberts, S. D. (2003). Loyalty: The influences of satisfaction and brand community integration. Journal of marketing Theory and Practice, 11(4), 1-11.
Moreira, A. C., Silva, P. M. F. D., & Moutinho, V. M. F. (2017). The effects of brand experiences on quality, satisfaction and loyalty: an empirical study in the telecommunications multiple-play service market. Innovar: Revista de ciencias administrativas y sociales, 27(64), 23-36.
Paul, S., & Datta, S. K. (2014). Exploring the Effects of Consumer Knowledge and Fit Perception at Brand Category and Image Level in Brand Extension Success. Journal of Marketing Vistas, 4(1), 43-51.
Popp, B., & Woratschek, H. (2017). Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth. Journal of Brand Management, 24(3), 250-270.
Polas, M. R. H., Jahanshahi, A. A., & Rahman, M. L. (2018). Islamic branding as a tool for customer retention: Antecedents and consequences of islamic brand loyalty. International Journal of Islamic Marketing and Branding, 3(1), 1-14.
Pratomo, L. A., & Magetsari, O. N. N. (2018). Online Brand Experience: Drivers and Consequences. JDM (Jurnal Dinamika Manajemen), 9(2), 218-227.
Rather, R. A. (2018). Investigating the impact of customer brand identification on hospitality brand loyalty: A social identity perspective. Journal of Hospitality Marketing & Management, 27(5), 487-513.
Razy, F. F., & Lajevardi, M. (2015). Investigating relationship between brand image, price discount and purchase intention. Journal of Marketing and Consumer Research, 17, 49-56.
Saeed, M., Ahmed, Z. U., & Mukhtar, S. M. (2001). International marketing ethics from an Islamic perspective: a value-maximization approach. Journal of Business Ethics, 32(2), 127-142.
Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M., & Ahmed, N. (2015). Product perceived quality and purchase intention with consumer satisfaction. Global journal of management and business research, 15(1), 21-28
Sarwono, J., & Narimawati, U. (2015). Membuat Skripsi, Tesis dan Disertasi dengan Partial Least Square SEM (PLS – SEM). [Making an Undergraduate and a Master Thesis and Dissertation with Partial Least Square SEM (PLS - SEM)]. Yogyakarta: Penerbit Andi.
Setiawan, E. B., Kartini, D., Afiff, F., & Rufaidah, P. (2016). Impact of Price Fairness on Brand Image and Purcase Intention for Low Cost Car in Indonesia. Int. J. Econ. Commer. Manag, 4(9), 300-308.
Tenenhaus, M., Amato, S., & Esposito Vinzi, V. (2004, June). A global goodness-of-fit index for PLS structural equation modelling. In Proceedings of the XLII SIS scientific meeting (Vol. 1, pp. 739-742).
Tsiros, M., & Mittal, V. (2000). Regret: A model of its antecedents and consequences in consumer decision making. Journal of Consumer Research, 26(4), 401-417.
Tu, Y. T., & Chang, H. C. (2012). Corporate brand image and customer satisfaction on loyalty: An empirical study of Starbucks coffee in Taiwan. Journal of Social and Development Sciences, 3(1), 24-32.
Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using partial least squares. Journal of Information Technology Theory and Application, 11(2),5–40
Vo, T. T., & Nguyen, C. T. (2015). Factors influencing customer perceived quality and purchase intention toward private labels in the Vietnam market: The moderating effects of store image. International Journal of Marketing Studies, 7(4), 51.
Voss, G. B., Godfrey, A., & Seiders, K. (2010). How complementarity and substitution alter the customer satisfaction–repurchase link. Journal of Marketing, 74(6), 111-127.
Wang, Q., Zhao, X., & Voss, C. (2016). Customer orientation and innovation: A comparative study of manufacturing and service firms. International Journal of Production Economics, 171, 221-230.
Woisetschläger, D. M., Hartleb, V., & Blut, M. (2008). How to make brand communities work: Antecedents and consequences of consumer participation. Journal of Relationship Marketing, 7(3), 237-256.
Wolter, J. S., Brach, S., Cronin Jr, J. J., & Bonn, M. (2016). Symbolic drivers of consumer–brand identification and disidentification. Journal of Business Research, 69(2), 785-793.
Wong, K. K. K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.
Aaker, D. A. (2004). Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity. New York: The Free Press.
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of marketing, 69(3), 19-34.
Alserhan, B. A. (2010a). On Islamic branding: brands as good deeds. Journal of Islamic Marketing, 1(2), 101-106.
Alserhan, B. A. (2010b). Islamic branding: A conceptualization of related terms. Journal of Brand Management, 18(1), 34-49.
Beerli, A., Martin, J. D., & Quintana, A. (2004). A model of customer loyalty in the retail banking market. European journal of marketing, 38(1/2), 253-275.
Berger, J., & Heath, C. (2007). Where consumers diverge from others: Identity signaling and product domains. Journal of consumer research, 34(2), 121-134.
Belk, R. W. (2013). Extended self in a digital world. Journal of consumer research, 40(3), 477-500.
Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of marketing, 67(2), 76-88.
Boulanouar, A. W. (2015). Islamic marketing and branding: thinking outside the box. International Journal of Islamic Marketing and Branding, 1(2), 123-130.
Bruner, G. C. (2009). Marketing Scales Handbook (Vol. 5). Carbondale: GCBII Productions.
Chandrashekaran, M., Rotte, K., Tax, S. S., & Grewal, R. (2007). Satisfaction strength and customer loyalty. Journal of marketing research, 44(1), 153-163.
Chang, C. H., & Tu, C. Y. (2005). Exploring Store Image, Customer Satisfaction and Customer Loyalty Relationship: Evidence from Taiwanese Hypermarket Industry. Journal of American Academy of Business, 7(2), 197-202.
Da Silva, R. V., & Alwi, S. F. S. (2008). Online corporate brand image, satisfaction and loyalty. Journal of Brand Management, 16(3), 119-144.
Das, Gopal. (2014). Linkages of retail personality, perceived quality, and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407- 414.
Davis-Sramek, B., Droge, C., Mentzer, J. T., & Myers, M. B. (2009). Creating commitment and loyalty behavior among retailers: what are the roles of service quality and satisfaction?. Journal of the Academy of Marketing Science, 37(4), 440.
Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer–brand identification. Journal of Business Research, 69(8), 2901-2910.
Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50, 30-41.
Flynn, L. R., Goldsmith, R. E., & Eastman, J. K. (1996). Opinion leaders and opinion seekers: Two new measurement scales. Journal of the academy of marketing science, 24(2), 137-147.
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462-474.
Fournier, S., & Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of research in Marketing, 14(5), 451-472.
Ghanbari, M., Yasemi, M., & Abasi, E. (2017). The intermediate role of brand loyalty in the relationship between consumer value and purchase intention (case study: Consumers of Snowa household appliances in Kermanshah city). International Review of Management and Marketing, 7(4), 116-121.
Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of advertising, 28(4), 47-57.
Hameed, S., & Kanwal, M. (2018). Effect of brand loyalty on purchase intention in cosmetics industry. Research in Business and Management, 5(1), 25-35.
Han, H., Nguyen, H. N., Song, H., Chua, B. L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72, 86-97.
Hedlund, D. P. (2011). Sport brand community [Doctoral dissertation, Florida State University]. Florida State University Campus Repository. http://purl.flvc.org/fsu/fd/FSU_migr_etd-4905
Hess Jr, R. L., Ganesan, S., & Klein, N. M. (2003). Service failure and recovery: The impact of relationship factors on customer satisfaction. Journal of the academy of marketing science, 31(2), 127-145.
Jahangir, N., Parvez, N., Bhattacharjee, D., & Ahamed, K. K. (2009). The Relationship Between Brand Affect, Brand Quality, and Customers’ BrandExtension Attitude: Exploring The Mediating Role of Customer Loyalty. The Cambodian Management Journal, 1(1), 20-34.
Jensen Schau, H., & Gilly, M. C. (2003). We are what we post? Self-presentation in personal web space. Journal of consumer research, 30(3), 385-404.
Juran, J.M., Godfrey, A B, Hoogstoel, R.E. and Schilling, E.G. (1999). The Quality Improvement Process, Juran's Quality Handbook, 5th edition. New York: McGraw-Hill.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9-21.
Koku, P. S., & Jusoh, O. (2015). Towards a curriculum and pedagogy in Islamic marketing. International Journal of Islamic Marketing and Branding, 1(2), 149-159.
Kuenzel, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification. Journal of Targeting, Measurement and Analysis for Marketing, 18(3), 167-176.
Lam, S. K., Ahearne, M., Mullins, R., Hayati, B., & Schillewaert, N. (2013). Exploring the dynamics of antecedents to consumer–brand identification with a new brand. Journal of the Academy of Marketing Science, 41(2), 234-252.
Li, C. P. (2017). Effects of brand image, perceived price, perceived quality, and perceived value on the purchase intention towards sports and tourism products of the 2016 Taichung international travel fair. The Journal of International Management Studies, 12(2), 97-107.
Madrigal, R. (2001). Social identity effects in a belief–attitude–intentions hierarchy: Implications for corporate sponsorship. Psychology & marketing, 18(2), 145-165.
Malhotra, N. K. (2007). Marketing research: An applied orientation. Upper Saddle River, NJ: Pearson/Prentice Hall.
Martenson, Rita. (2007). Corporate Brand Image, Satisfaction and Store Loyalty: A Study of the Store as a Brand, Store Brands and Manufacturer Brands. International Journal of Retail and Distribution Management, 35(7), 544–555.
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of marketing, 66(1), 38-54.
McAlexander, J. H., Kim, S. K., & Roberts, S. D. (2003). Loyalty: The influences of satisfaction and brand community integration. Journal of marketing Theory and Practice, 11(4), 1-11.
Moreira, A. C., Silva, P. M. F. D., & Moutinho, V. M. F. (2017). The effects of brand experiences on quality, satisfaction and loyalty: an empirical study in the telecommunications multiple-play service market. Innovar: Revista de ciencias administrativas y sociales, 27(64), 23-36.
Paul, S., & Datta, S. K. (2014). Exploring the Effects of Consumer Knowledge and Fit Perception at Brand Category and Image Level in Brand Extension Success. Journal of Marketing Vistas, 4(1), 43-51.
Popp, B., & Woratschek, H. (2017). Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth. Journal of Brand Management, 24(3), 250-270.
Polas, M. R. H., Jahanshahi, A. A., & Rahman, M. L. (2018). Islamic branding as a tool for customer retention: Antecedents and consequences of islamic brand loyalty. International Journal of Islamic Marketing and Branding, 3(1), 1-14.
Pratomo, L. A., & Magetsari, O. N. N. (2018). Online Brand Experience: Drivers and Consequences. JDM (Jurnal Dinamika Manajemen), 9(2), 218-227.
Rather, R. A. (2018). Investigating the impact of customer brand identification on hospitality brand loyalty: A social identity perspective. Journal of Hospitality Marketing & Management, 27(5), 487-513.
Razy, F. F., & Lajevardi, M. (2015). Investigating relationship between brand image, price discount and purchase intention. Journal of Marketing and Consumer Research, 17, 49-56.
Saeed, M., Ahmed, Z. U., & Mukhtar, S. M. (2001). International marketing ethics from an Islamic perspective: a value-maximization approach. Journal of Business Ethics, 32(2), 127-142.
Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M., & Ahmed, N. (2015). Product perceived quality and purchase intention with consumer satisfaction. Global journal of management and business research, 15(1), 21-28
Sarwono, J., & Narimawati, U. (2015). Membuat Skripsi, Tesis dan Disertasi dengan Partial Least Square SEM (PLS – SEM). [Making an Undergraduate and a Master Thesis and Dissertation with Partial Least Square SEM (PLS - SEM)]. Yogyakarta: Penerbit Andi.
Setiawan, E. B., Kartini, D., Afiff, F., & Rufaidah, P. (2016). Impact of Price Fairness on Brand Image and Purcase Intention for Low Cost Car in Indonesia. Int. J. Econ. Commer. Manag, 4(9), 300-308.
Tenenhaus, M., Amato, S., & Esposito Vinzi, V. (2004, June). A global goodness-of-fit index for PLS structural equation modelling. In Proceedings of the XLII SIS scientific meeting (Vol. 1, pp. 739-742).
Tsiros, M., & Mittal, V. (2000). Regret: A model of its antecedents and consequences in consumer decision making. Journal of Consumer Research, 26(4), 401-417.
Tu, Y. T., & Chang, H. C. (2012). Corporate brand image and customer satisfaction on loyalty: An empirical study of Starbucks coffee in Taiwan. Journal of Social and Development Sciences, 3(1), 24-32.
Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using partial least squares. Journal of Information Technology Theory and Application, 11(2),5–40
Vo, T. T., & Nguyen, C. T. (2015). Factors influencing customer perceived quality and purchase intention toward private labels in the Vietnam market: The moderating effects of store image. International Journal of Marketing Studies, 7(4), 51.
Voss, G. B., Godfrey, A., & Seiders, K. (2010). How complementarity and substitution alter the customer satisfaction–repurchase link. Journal of Marketing, 74(6), 111-127.
Wang, Q., Zhao, X., & Voss, C. (2016). Customer orientation and innovation: A comparative study of manufacturing and service firms. International Journal of Production Economics, 171, 221-230.
Woisetschläger, D. M., Hartleb, V., & Blut, M. (2008). How to make brand communities work: Antecedents and consequences of consumer participation. Journal of Relationship Marketing, 7(3), 237-256.
Wolter, J. S., Brach, S., Cronin Jr, J. J., & Bonn, M. (2016). Symbolic drivers of consumer–brand identification and disidentification. Journal of Business Research, 69(2), 785-793.
Wong, K. K. K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.
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Submitted
2020-08-25
Accepted
2021-03-04
Published
2021-04-23
How to Cite
Kusumawati, N., & Arrahim, D. (2021). How Muslim Youth Community Brand Sells Merchandise Case: Shift Youth Movement. The Asian Journal of Technology Management (AJTM), 14(1), 89–108. https://doi.org/10.12695/ajtm.2021.14.1.6
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