IDEAS home Printed from https://ideas.repec.org/a/epw/ejbmr0/v6y2021i6id51145.html

The Effects of Experiential Marketing and Social Media Marketing on Repurchase Intention with Brand Trust as Variable Mediation for Wearing Klamby Hijab Fashion Products

Author

Listed:
  • Anis Khoirunnisa
  • Rina Astini

Abstract

The development and advancement of internet technology have been largely viewed as a very lucrative business opportunity by some. Hijab fashion products are one of the businesses that are currently thriving in their use of social media. In Indonesia, the growth of Wearing Klamby products is beginning, and there is an interesting phenomenon where the brand's products always sell out quickly when a new product series is launched. The purpose of this study was to ascertain the factors influencing repurchase intention and brand trust for Wearing Klamby hijab fashion products. The research is quantitative in nature and includes cross-sectional research. The population for this study consisted of all customers of Wearing Klamby fashion who had made at least two purchases of Wearing Klamby products. The probability sampling method combined with a simple random sampling technique will be used in this study to obtain 155 respondents. The findings of this study indicate that experiential marketing, social media marketing, and brand trust all have a positive and significant effect on repurchase intention. Experiential marketing and social media marketing have a positive and significant effect on brand trust to a lesser extent. In this study, brand trust as a mediating variable had a positive and significant effect on repurchase intention.

Suggested Citation

  • Anis Khoirunnisa & Rina Astini, 2021. "The Effects of Experiential Marketing and Social Media Marketing on Repurchase Intention with Brand Trust as Variable Mediation for Wearing Klamby Hijab Fashion Products," European Journal of Business and Management Research, European Open Science, vol. 6(6), pages 35-41, November.
    • Handle: RePEc:epw:ejbmr0:v:6:y:2021:i:6:id:51145
    DOI: 10.24018/ejbmr.2021.6.6.1145
    as

    Download full text from publisher

    File URL: https://eu-opensci.org/index.php/ejbmr/article/view/51145
    File Function: Abstract page
    Download Restriction: no
    File URL: https://eu-opensci.org/index.php/ejbmr/article/download/51145/7298
    File Function: Full text
    Download Restriction: no
    File URL: https://libkey.io/10.24018/ejbmr.2021.6.6.1145?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Angella Kim & Eunju Ko, 2010. "Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 1(3), pages 164-171.
    2. Seo, Eun-Ju & Park, Jin-Woo, 2018. "A study on the effects of social media marketing activities on brand equity and customer response in the airline industry," Journal of Air Transport Management, Elsevier, vol. 66(C), pages 36-41.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Noorshella Binti Che Nawi & Abdullah Al Mamun & Naeem Hayat & Muhammad Mohiuddin, 2026. "Sustainable Customer Retention: A Study on Social Media Marketing Activities, Brand Equity and Smartphone Purchase Intention among Generation Y," Vision, , vol. 30(3), pages 280-293, June.
    2. Mohd Azhar & Rehan Husain & Sheeba Hamid & Mohd Nayyer Rahman, 2023. "Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    3. Blend Ibrahim & Ahmad Aljarah & Joe Hazzam & Hamzah Elrehail & Sikandar Ali Qalati, 2024. "Investigating the Impact of Social Media Marketing on Intention to Follow Advice: The Mediating Role of Active Participation and Benevolence Trust," FIIB Business Review, , vol. 13(5), pages 570-585, October.
    4. Soo-Cheng Chuah & Azitadoly Mohd Arifin & Mohammad Nazreen Mayaddin & Mohd Farez Othman, 2023. "Impact of Social Media Marketing Activities on Online Purchase Intention for the Cosmetic Industry in Malaysia," Information Management and Business Review, AMH International, vol. 15(1), pages 106-113.
    5. Matea Mati? ?o?i? & Marija Be?i? & Perica Vojini?, 0000. "Do Social Media Reviews Matter? Social Media Marketing Activities Empirical Study," Proceedings of Economics and Finance Conferences 14416294, International Institute of Social and Economic Sciences.
    6. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.
    7. Moravcikova Dominika & Krizanova Anna & Svabova Lucia, 2018. "Evaluation of the Effectiveness of Selected Slovak Brands on the Principle of DEA Models with the Possibility to Optimise them," Economics and Culture, Paradigm, vol. 15(1), pages 22-34, June.
    8. Rand Al-Dmour & Ola H. Alkhatib & Hani Al-Dmour & Eatedal Basheer Amin, 2023. "The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices," SAGE Open, , vol. 13(2), pages 21582440231, June.
    9. Xiuqun Chen & Shun-Chi Yu & Xuemei Sun & Dan Wang, 2023. "Investigating the Influence of Brand Communication and Brand Trust on Customer Commitment: An Examination from the Perspective of Customer Perception," Advances in Decision Sciences, Asia University, Taiwan, vol. 27(2), pages 166-195, June.
    10. Chen, Lu & Li, Yong-Quan & Liu, Chih-Hsing, 2019. "How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value," Journal of Air Transport Management, Elsevier, vol. 75(C), pages 185-197.
    11. Lintang Ayu Alya Maarif & Kusuma Ratnawati & Raditha Dwi Vata Hapsari, 2023. "The authenticity and social media effect on revisit intention mediated by destination image," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 12(4), pages 33-43, June.
    12. Muhammad Zahid Nawaz & Meng Tao & Hassan Ahmad & Md Jamirul Haque & Shahid Nawaz & Muhammad Nauman Shafique, 2020. "Youngsters and WMAs (WeChat Moments Advertisement): Do We Need the English Language in WMAs?," SAGE Open, , vol. 10(2), pages 21582440209, May.
    13. Dea Khoirunnisa & Albari Albari, 2023. "The effect of brand image and product knowledge on purchase intentions with e-WOM as a mediator variable," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 12(1), pages 80-89, January.
    14. Yoo, Jinyoung Jinnie, 2023. "Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    15. Blend Ibrahim & Ahmad Aljarah & Dima Sawaftah, 2021. "Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    16. Muhammad Farooq* & Saeed Muhammad & Valliappan Raju & K. Ramanathan Kalimuthu & Abdul Qadir, 2019. "Measuring and Comparing the Desired and Actual Service Quality of Pakistan International Airline," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 5(2), pages 484-490, 02-2019.
    17. Zia, Syeda Hamna & Muneer, Naima & Siddiqui, Amna & Huda, Rozmeen, 2022. "The Impact of Perceived Social Media Activities On Consumer-Based Brand Equity: A Perspective from Emerging Economy," MPRA Paper 112346, University Library of Munich, Germany.
    18. Yvonne Badulescu & Fernan Cañas & Ari‐Pekka Hameri & Naoufel Cheikhrouhou, 2026. "Investigation of Social Media Metrics With Respect to Demand Modeling for Promotional Products," Journal of Forecasting, John Wiley & Sons, Ltd., vol. 45(2), pages 850-866, March.
    19. Emini, Adelina & Zeqiri, Jusuf, 2021. "The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2021), Hybrid Conference, Zagreb, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021, pages 256-266, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    20. Ala Shakeeb Awad & Ahmet Ertugan & Ayshe Hyusein, 2022. "Mode of Collaboration between the Pharmaceutical Firms and Pharmacists: An Empirical Investigation of Social Media Marketing Activities," Sustainability, MDPI, vol. 14(20), pages 1-14, October.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:epw:ejbmr0:v:6:y:2021:i:6:id:51145. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Support Team (email available below). General contact details of provider: https://eu-opensci.org/index.php/ejbmr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.