BATIK GUMELEM BANJARNEGARA SEBAGAI PEMBENTUK IDENTIFIKASI MEREK KONSUMEN
DOI:
https://doi.org/10.12928/fokus.v11i1.3747Keywords:
Consumer Brand Identification, Social Identity, Positive Word Of MouthAbstract
Banjarnegara as one of the batik producing centers in the Indonesia, namely in the Susukan District, which borders the Banyumas area. However, Batik Gumelem is not as famous as Batik Pekalongan, Batik Solo, or Batik Banyumas. The aim of this research is to analyze the  effect of social identity to positif words of mouth that mediated of consumer brand identification. This research uses a quantitative approach with a survey method. Primary data were obtained through distributing questionnaires to 185 respondents who knew about Batik Gumelem Banjarnegara. Validity testing uses confirmatory factor analysis and all items have factor loading above 0,6. Reliability testing uses cronbach’s alpha and all variables have cronbach’s alpha above 0,6. The data analysis method uses regression with mediating variable. The results showed that social identity has a positive effect on positive word of mouth, social identity has a positive effect on consumer brand identification, and consumer brand identification has a positive effect on positive word of mouth. Consumer brand identification as role as mediating variable. This shows that Batik Gumelem is perceived to have the power to be able to create an identity for consumers and lead to behavior to disseminate information about Batik Gumelem to others.References
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Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of Consumer-Brand Identification. Internasional Journal of Research in Marketing, 29(4), 406-418.
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Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and Consequences of Customer-Company Identification: Expanding the Role of Relationship Marketing. Journal of Applied Psychology, 90(3), 574–585.
Arikunto, S. (2009). Prosedur Penelitian Suatu Pendekatan Praktik. Edisi Revisi 6. Rineka Cipta.
Ardianto, Elvinaro dan Soemirat, Soleh. (2010). Dasar-Dasar Public Relations. Remaja Rosdakarya,
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from German Car Clubs. Journal of Marketing, 69(3), 19-34.
Ashforth, B. E., & Mael, F. (1989). Social Identity Theory and The Organisation. Academy of Management Review, 14(1), 20–39.
Azwar, Saifuddin. (2016). Metode Penelitian. Pustaka Pelajar.
Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedent and Purchase Consequences of Customer Participation in Small Group Brand Communities. International Journal of Research in Marketing, 23(1), 45- 61.
Baron, R. M., & Kenny, D. A. (1986). The Moderator–Mediator Variable Distinction In Social Psychological Research: Conceptual, Strategic, And Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173.
Becerra, E. P., & Badrinarayanan, V. (2013). The Influence of Brand Trust and Brand Identification On Brand Evangelism. Journal of Product & Brand Management, 22 (5/6), 371-383.
Belk, R. W. (1988). Possession and The Extended Self. Journal of Consumer Research, 15(2), 139-168.
Bhattacharya, C. B., & Sen, S. (2003). Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies. Journal of Marketing, 67(2), 76-88.
Cooper, R. D., & Schindler, P. S. (2011). Business Research Methods, 8th ed., McGraw-Hill Education, 9, 1-744
Djawahir, F. S., Sulaiman, A. I., & Sugito, T. (2020). Pengembangan Usaha Batik Berbasis Kearifan Lokal. Prosiding, 9(1), 205-217.
Edwards, M. R., & Peccei, R. (2007). Organisational Identification: Development and Testing of a Conceptually Grounded Measure. European Journal of Work and Organisational Psychology, 16(1), 25-57.
Fitriyani, N., Widodo, P. B., & Fauziah, N. (2013). Hubungan antara Konformitas dengan Perilaku Konsumtif Mahasiswa Di Genuk Indah Semarang. Jurnal Psikologi Undip, 12(1),1-14.
Hair, J.F. Jr., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2011). Multivariate Data Analysis. Person Practice Hall.
He, H., Li, Y, & Harris, L. (2012). Social Identity Perspective on Brand Loyalty. Journal of Business Research, 65(5), 648-657.
Homburg, C., Wieseke, J., & Hoyer, W. (2009). Social Identity and The Service-Profit Chain. Journal of Marketing, 73(2):38-54
Johnson, M. D., & Morgeson, F. P. (2005). Cognitive and Affective Identification in Organizational Settings. Academy of Management Proceedings, (1), S1-S6
Kustiyah, I. E. (2017). Batik sebagai Identitas Kultural Bangsa Indonesia di Era Globalisasi. Gema, 30 (52), 62476
So, K. K. F., King, C., Hudson, S., & Meng, F. (2017). The Missing Link In Building Customer Brand Identification: The Role of Brand Attractiveness. Tourism Management, 59, 640–651
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education, Inc.
Kuenzel, S., & Halliday, S. V. (2008). Invertigating Atecedents and Consequences of Brand Indetification. Journal of Product & Brand Management, 17(5), 293-304.
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, 167–176.
Lam, S. K., Ahearne, M., & Schillewaert, N. (2012). A Multinational Examination of The Symbolic-Instrumental Framework of Consumer-Brand Identification. Journal of International Business Studies, 43(3), 306-331.
Martono. (2012). Mengenal Corak Batik Gumelem. Kompasiana.com.
Noor, Juliansyah. (2011). Metodologi Penelitian: Skripsi, Tesis, Disertasi, dan Karya Ilmiah. Kencana
Prasetio, D. E. A., & Kusumah, L. H. (2019). Perbaikan Proses Bisnis Industri Kecil Menengan Barik Gumelem Banjarnegara dengan Pendekatan Value Chain. Journal Industrial Servicess, 4(2), 17-22.
Rubio, N., Villasenor N., & Oubina, J. (2015). Consumer Identification with Store Brands: Differences Between Consumers According to Their Brand Loyalty. Business Research Quarterly, 18(2), 111-126.
Salisbury, W. D., Chin, W. W., Gopal, A., & Newsted, P. R. (2002). Research Report: Better Theory Through Measurement Developing A Scale to Capture Consensus on Appropriation. Information Systems Research, 13(1), 91-103.
Stets, J. E., and Burke, P. J. (2000). Identity Theory and Social Identity Theory. Social Psychology Quarterly, 63(3), 224-237.
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of Consumer-Brand Identification. Internasional Journal of Research in Marketing, 29(4), 406-418.
Sugiyono. (2015). Metode Penelitian Kombinasi (Mix Methods). Alfabeta.
Tuškej, U., Golob, U., & Podnar, K. (2013). The Role of Consumer–Brand Identification In Building Brand Relationships. Journal of Business Research, 66(1), 53-59.
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Published
2021-04-17
How to Cite
Adhilla, F., Sutanto, A., & Siswanto, A. (2021). BATIK GUMELEM BANJARNEGARA SEBAGAI PEMBENTUK IDENTIFIKASI MEREK KONSUMEN. Jurnal Fokus Manajemen Bisnis, 11(1), 140–153. https://doi.org/10.12928/fokus.v11i1.3747
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