Email this article 
MEMPREDIKSI KESEJAHTERAAN KONSUMEN MELALUI PERAN SIMBOL MEREK BUDAYA, MEREK AUTENTIK, DAN KETERLIBATAN BUDAYA JANGKA PANJANG
Abstract
Dari sekian banyak merek yang melambangkan simbol budaya di Indonesia, Batik Keris adalah salah satu merek popular. Namun, ada penurunan peringkat di Batik Keris dimana pada 2015-2018 Batik Keris berada di peringkat 1 tetapi turun ke 2 di 2019-2020. Tujuan penelitian ini untuk memprediksi kesejahteraan konsumen melalui Batik Keris yang dipengaruhi oleh simbol merek budaya, merek autentik, dan keterlibatan budaya jangka panjang. Penelitian ini menggunakan paradigma kuantitatif. Kuesioner dibuat dengan menggunakan indikator-indikator variabel penelitian yang berasal dari penelitian sebelumnya. Kuesioner didistribusikan dengan menggunakan disain sampling bertujuan. Sebanyak 220 responden terlibat dalam penelitian ini. Uji validitas dan reliabilitas dilakukan terlebih dahulu sebelum pengujian hipotesis. Pengujian hipotesis dilakukan dengan menggunakan Structural Equation Modeling (SEM). Hasil menunjukkan bahwa tujuh hipotesis dalam penelitian didukung. Secara spesifik, simbol merek budaya, keterlibatan budaya jangka panjang, merek autentik, dan kesejahteraan eudaimonik adalah semua faktor penting yang memengaruhi kesejahteraan hedonis konsumen.
Keywords
Full Text:
PDFReferences
Anisimova, T. (2016). The effects of corporate brand symbolism on consumer satisfaction and loyalty. Asia Pacific Journal of Marketing and Logistics.
Armbrecht, J., & Andersson, T. D. (2019). The event experience, hedonic and eudaimonic satisfaction and subjective well-being among sport event participants. Journal of Policy Research in Tourism, Leisure and Events, 1-21.
Atulkar, S., & Kesari, B. (2017). Satisfaction, loyalty and repatronage intentions: Role of hedonic shopping values. Journal of Retailing and Consumer Services, 39, 23-34.
Awang, Z., Afthanorhan, A., & Asri, M. A. M. (2015). Parametric and non parametric approach in structural equation modeling (SEM): The application of bootstrapping. Modern Applied Science, 9(9), 58.
Babin, B., & Zikmund, W. (2016). Exploring marketing research/Barry J. Babin, William G. Zikmund.
Beckman, E., Shu, F., & Pan, T. (2020). The application of enduring involvement theory in the development of a success model for a craft beer and food festival. International Journal of Event and Festival Management.
Bruhn, M., Schoenmüller, V., Schäfer, D., & Heinrich, D. (2012). Brand authenticity: Towards a deeper understanding of its conceptualization and measurement. Advances in consumer research, 40.
Buzinde, C. N. (2020). Theoretical linkages between well-being and tourism: The case of self-determination theory and spiritual tourism. Annals of Tourism Research, 83, 102920.
Carsana, L., & Jolibert, A. (2018). Influence of iconic, indexical cues, and brand schematicity on perceived authenticity dimensions of private-label brands. Journal of Retailing and Consumer Services, 40, 213-220.
Chun, J. W., & Lee, M. J. (2016). Increasing individuals' involvement and WOM intention on Social Networking Sites: Content matters!. Computers in Human Behavior, 60, 223-232.
Dey, D. K., & Srivastava, A. (2017). Impulse buying intentions of young consumers from a hedonic shopping perspective. Journal of Indian Business Research.
Disabato, D. J., Goodman, F. R., Kashdan, T. B., Short, J. L., & Jarden, A. (2016). Different types of well-being? A cross-cultural examination of hedonic and eudaimonic well-being. Psychological assessment, 28(5), 471.
Durgee, J. F., & Agopian, G. (2018). Refurbishing services and how services enhance consumer well-being. Journal of Services Marketing.
Dwivedi, A., & McDonald, R. (2018). Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications. European Journal of Marketing.
Engström, J., & Elg, M. (2015). A self-determination theory perspective on customer participation in service development. Journal of Services Marketing.
Extremera, N., Ruiz-Aranda, D., Pineda-Galán, C., & Salguero, J. M. (2011). Emotional intelligence and its relation with hedonic and eudaimonic well-being: A prospective study. Personality and Individual Differences, 51(1), 11-16.
Ewing, D.R., Allen, C.T. and Ewing, R.L. (2012), “Authenticity as meaning validation: an empirical investigation of iconic and indexical cues in a context of ‘green’ products”, Journal of Consumer Behaviour, Vol. 11 No. 5, pp. 381-390.
Ezell, D. (2019). Consumer Well-Being: A Typology and Examination of Voluntary Simplicity.
Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in branding–exploring antecedents and consequences of brand authenticity. European Journal of Marketing.
Forgas‐Coll, S., Palau‐Saumell, R., Matute, J., & Tárrega, S. (2017). How do service quality, experiences and enduring involvement influence tourists' behavior? An empirical study in the Picasso and Miró Museums in Barcelona. International Journal of Tourism Research, 19(2), 246-256.
Forrest, C. B., Bevans, K. B., Filus, A., Devine, J., Becker, B. D., Carle, A. C., ... & Ravens-Sieberer, U. (2019). Assessing children’s eudaimonic well-being: the PROMIS pediatric meaning and purpose item banks. Journal of pediatric psychology, 44(9), 1074-1082.
Ghozali, I. (2017). The stuctural equation model-concepts and applications with the Amos Program 24. Universitas Diponegoro, Indonesia.
Goemaere, S., Van Caelenberg, T., Beyers, W., Binsted, K., & Vansteenkiste, M. (2019). Life on mars from a Self-Determination Theory perspective: How astronauts' needs for autonomy, competence and relatedness go hand in hand with crew health and mission success-Results from HI-SEAS IV. Acta Astronautica, 159, 273-285.
Hirsch, R. M., Archfield, S. A., & De Cicco, L. A. (2015). A bootstrap method for estimating uncertainty of water quality trends. Environmental Modelling & Software, 73, 148-166.
Hubbard, R. (2015). Corrupt research: The case for reconceptualizing empirical management and social science. Sage Publications
Huta, V., & Ryan, R. M. (2010). Pursuing pleasure or virtue: The differential and overlapping well-being benefits of hedonic and eudaimonic motives. Journal of happiness studies, 11(6), 735-762.
Jian, Y., Zhou, Z., & Zhou, N. (2019). Brand cultural symbolism, brand authenticity, and consumer well-being: the moderating role of cultural involvement. Journal of Product & Brand Management.
Joo, B. K., & Lee, I. (2017, August). Workplace happiness: Work engagement, career satisfaction, and subjective well-being. In Evidence-based HRM: A Global Forum for Empirical Scholarship. Emerald Publishing Limited.
Joshanloo, M., & Jarden, A. (2016). Individualism as the moderator of the relationship between hedonism and happiness: A study in 19 nations. Personality and Individual Differences, 94, 149-152.
Kang, I., Son, J., & Koo, J. (2019). Evaluation of Culturally Symbolic Brand: The Role of “Fear of Missing Out” Phenomenon. Journal of International Consumer Marketing, 31(3), 270-286.
Kemenperin (2019), “Diminati Pasar Global, Ekpor Batik Dibidik Naik 8 Persen”, tersedia di https://kemenperin.go.id/artikel/20650/Diminati-Pasar-Global,-Ekspor-Batik-Dibidik Naik-8-Persen, (diakses pada 29 September 2020).
Kemenperin (2016), “Batik Diakui Unesco”, tersedia di https://kemenperin.go.id/artikel/1961/BATIK-DIAKUI-UNESCO, (diakses pada 30 September 2020).
Kim, I., Jeon, S. M., & Hyun, S. S. (2012). Chain restaurant patrons' well‐being perception and dining intentions. International Journal of Contemporary Hospitality Management.
Kim, S. S., Han, J. S., & Yang, D. H. (2018). Effects of emotional consumption value on satisfaction, subjective well-being and loyalty for dessert cafe. Culinary science and hospitality research, 24(1), 1-12.
Khafidin, K. (2020). KONSEP PERILAKU KONSUMEN BESERTA IMPLIKASINYA TERHADAP KEPUTUSAN PEMBELIAN. Konsep Perilaku Konsumen Beserta Implikasinya Terhadap Keputusan Pembelian.
Kolar, T., & Zabkar, V. (2010). A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing?. Tourism management, 31(5), 652-664.
Krause, A. E., North, A. C., & Davidson, J. W. (2019). Using self-determination theory to examine musical participation and well-being. Frontiers in Psychology, 10, 405.
Kubat, U., & Swaminathan, V. (2015). Crossing the cultural divide through bilingual advertising: The moderating role of brand cultural symbolism. International Journal of Research in Marketing, 32(4), 354-362.
Kuvaas, B., Buch, R., Weibel, A., Dysvik, A., & Nerstad, C. G. (2017). Do intrinsic and extrinsic motivation relate differently to employee outcomes?. Journal of Economic Psychology, 61, 244-258.
Landwehr, J. R., Wentzel, D., & Herrmann, A. (2013). Product design for the long run: Consumer responses to typical and atypical designs at different stages of exposure. Journal of Marketing, 77(5), 92-107.
Malhotra, N. K., & Dash, S. (2016). Marketing research: An applied orientation. Pearson,.
Mathew, V., & Thomas, S. (2018). Direct and indirect effect of brand experience on true brand loyalty: role of involvement. Asia Pacific Journal of Marketing and Logistics.
Ménard, J., & Brunet, L. (2011). Authenticity and well‐being in the workplace: A mediation model. Journal of Managerial Psychology.
Muazza, M., Hidayat, M., Wahyuni, R. F., & Muspawi, M. (2020). Pengaruh Motivasi Kerja Guru, Disiplin Kerja Guru, Dan Fasilitas Belajar Siswa Terhadap Prestasi Belajar Siswa. Jurnal Sains Sosio Humaniora, 4(2), 576-592.
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200-218.
Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of business research, 67(6), 1090-1098
Napoli, J., Dickinson-Delaporte, S., & Beverland, M. B. (2016). The brand authenticity continuum: strategic approaches for building value. Journal of Marketing Management, 32(13-14), 1201-1229.
Nurbismi, M. R. R., & Maulana, H. (2018). Zakat Produktif dalam Mereduksi Kemiskinan di Kota Banda Aceh: Kinerja amil zakat sebagai moderating variabel. ICAIOS VII ARICIS II, 52.
Puspaningrum, A. (2020). THE INFLUENCE OF BRAND IMAGE ON SATISFACTION TO IMPROVE CUSTOMER RETENTION TOWARDS BATIK KERIS IN MALANG CITY. Jurnal Aplikasi Manajemen, 18(1), 142-151.
Rahimnia, F., & Sharifirad, M. S. (2015). Authentic leadership and employee well-being: The mediating role of attachment insecurity. Journal of Business Ethics, 132(2), 363-377.
Ryan, R., Huta, V., & Deci, E. (2013). Living well: a self-determination perspective on eudaumonic. The exploration of happiness, happiness studies book series, 117-139.
Schallehn, M., Burmann, C., & Riley, N. (2014). Brand authenticity: model development and empirical testing. Journal of Product & Brand Management.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. John Wiley & Sons.
Strizhakova, Y., Coulter, R. A., & Price, L. L. (2012). The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace. International Journal of Research in Marketing, 29(1), 43-54.
Su, L., Tang, B., & Nawijn, J. (2020). Eudaimonic and hedonic well-being pattern changes: Intensity and activity. Annals of Tourism Research, 84, 103008.
Top Brand Index (2019), “Top Brand Index Batik Keris”, terdapat di https://www.topbrand-award.com/top-brand-index/?tbi_find=batik%20keris (diakses pada 30 September 2020).
Torelli, C. J., Oh, H., & Stoner, J. L. (2020). Cultural equity: knowledge and outcomes aspects. International Marketing Review.
Usborne, E., & Taylor, D. M. (2010). The role of cultural identity clarity for self-concept clarity, self-esteem, and subjective well-being. Personality and Social Psychology Bulletin, 36(7), 883-897.
Usborne, E., & Taylor, D. M. (2012). Using computer-mediated communication as a tool for exploring the impact of cultural identity clarity on psychological well-being. Basic and Applied Social Psychology, 34(2), 183-191.
Vonglao, P. (2017). Application of fuzzy logic to improve the Likert scale to measure latent variables. Kasetsart Journal of Social Sciences, 38(3), 337-344.
Wells, I. E. (2015). Psychological well-being. Nova Science Publishers, Incorporated.
Whang, H., Yong, S., & Ko, E. (2016). Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists. Journal of business research, 69(2), 631-641.
Wu, D., Shen, C., Wang, E., Hou, Y., & Yang, J. (2019). Impact of the perceived authenticity of heritage sites on subjective well-being: A study of the mediating role of place attachment and satisfaction. Sustainability, 11(21), 6148.
DOI: http://dx.doi.org/10.22441/mix.2021.v11i2.007
Refbacks
- There are currently no refbacks.
MIX: Jurnal Ilmiah Manajemen
Journal URL: http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix
Journal DOI: 10.22441/jurnal_mix
P-ISSN: 2088-1231
E-ISSN: 2460-5328
Editor's Address:
Magister Management Department, Universitas Mercu Buana.
Tedja Buana Building 4th Floor.
Jl. Menteng Raya No. 29, Jakarta 10340.
The Journal is Indexed and Abstracting by:
1.png){kind=logo}