Contact Us

INSTITUT PARIWISATA DAN BISNIS INTERNASIONAL.
Jalan Kecak, No. 12, Gatot Subroto Timur - Bali
Phone: +62 361 - 426699
Fax: +62 361 - 426700
Journal Manager Whatsapp: +62 852 2767 9500
Email: [email protected]

* Sorry for not offering email form due to massive spam issue

Brand Equity, Cultural Transformation and Changes in Shopping Behavior of Working Women in Bali

Ni Luh Putu Agustini Karta, Ni Made Ary Widiastini, Ni Ketut Dewi Irwanti

Abstract


Brand equity is an important topic of discussion among working women as a form of self-existence. The purpose of this study was to analyze brand equity and cultural transformation influencing changes in shopping behavior of working women in Bali. A survey was conducted of 150 female workers in Bali regarding the context of understanding brand equity and their involvement in various cultural and religious activities in Bali. The findings of this study are: brand equity affects the consumptive behavior of working women in Bali. Cultural transformation in Bali influences the consumptive behavior of working women in Bali in complex ways. Brand perception as the only factor to be considered in shopping, or in cultural and religious activities in Bali; tends to give rise to new patterns of hedonistic behavior, which are not only among the class, but also among ordinary people. Overall, this study shows that brand equity and cultural transformation can influence the consumptive behavior of working women in Bali. This study can also be a reference for related parties to increase brand equity and cultural transformation influencing changes in shopping behavior of working women in Bali.


Keywords


Brand Equity, Cultural, Transformation, Consumptive Behavior

Full Text:

PDF

References


Abdullah, F., Ward, R., & Ahmed, E. (2016). Investigating the influence of the most commonly used external variables of TAM on students’ Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) of e-portfolios. Computers in Human Behavior, 63, 75–90. https://doi.org/10.1016/j.chb.2016.05.014

Al-Omari, Z. S., Alomari, K. A. A., & Aljawarneh, N. M. (2020). The role of empowerment in improving internal process, customer satisfaction, learning and growth. Management Science Letters, 10(4), 841–848. https://doi.org/10.5267/J.MSL.2019.10.013

Al Mamun, M. A., Lawrie, G., & Wright, T. (2022). Exploration of learner-content interactions and learning approaches: The role of guided inquiry in the self-directed online environments. Computers & Education, 178, 104398. https://doi.org/10.1016/j.compedu.2021.104398

Amirudin, N. ., Anuar, N., & Salin, A. S. A. P. (2017). Risk management practices in tourism industry – A Case Study of resort management. Management and Accounting Review, 16(1), 55–74. https://doi.org/10.24191/mar.v16i1.459

Amstrong, G., & Philip, K. (2012). Dasar-Dasar Pemasaran (I). Prenhalindo.

Ardhiyansyah, A., Maharani, D. P., Sari, S. P., & Mansur, U. (2021). K-Pop Marketing Tactics That Build Fanatical Behavior. 1st ICEMAC 2020: International Conference on Economics, Management, and Accounting, 4(4), 66–70. https://doi.org/10.11594/nstp.2021.1007

Asseraf, Y., & Shoham, A. (2017). Destination branding: The role of consumer affinity. Journal of Destination Marketing and Management, 6(4), 375–384. https://doi.org/10.1016/j.jdmm.2016.06.004

Ayyakkannu, A. (2018). Technical and soft skill competencies mapping at the entry level of diploma holders in mechanical and automobile engineering for auto and auto components industries. International Journal of Mechanical and Production Engineering Research and Development, 8(1), 1209–1220. https://doi.org/10.24247/ijmperdfeb2018142

Bernardi, A., Cantù, C. L., & Cedrola, E. (2022). Key success factors to be sustainable and innovative in the textile and fashion industry: Evidence from two Italian luxury brands. Journal of Global Fashion Marketing, 13(2), 116–133. https://doi.org/10.1080/20932685.2021.2011766

Binangkitsari, L. (2019). The Influence of Brand Equity Elements on Purchase Decision and Its Imlication on Customer Loyalty. In International Conference On Accounting And Management Science 2018, 305. https://jurnal.ibik.ac.id/index.php/e-proceeding/article/download/663/513

Cahyani, A. Z., Hermawanto, A. R., & Nasution, N. L. (2021). Analysis Price and Promotion of Customer Loyalty in Modern Retail Shopping Centers in the Pandemic Time Covid-19 Through the Purchase Decision Strategy as Moderation. International Journal of Business, Technology, and Organizational Behavior (IJBTOB), 1(1), 35–46. https://doi.org/10.52218/ijbtob.v1i1.5

Cakici, N. M., & Shukla, P. (2017). Country-of-origin misclassification awareness and consumers’ behavioral intentions: Moderating roles of consumer affinity, animosity, and product knowledge. International Marketing Review, 34(3), 354–376. https://doi.org/10.1108/IMR-08-2015-0178

Chen, L. S. L., Wu, Y. J., & Chen, W. C. (2011). Relationship between country of origin, brand experience and brand equity: The moderating effect of automobile country. Proceedings of the 1st International Technology Management Conference, ITMC 2011, 638–642. https://doi.org/10.1109/ITMC.2011.5996037

Dauda, S. Y., & Lee, J. (2015). Technology adoption: A conjoint analysis of consumers׳ preference on future online banking services. Information Systems, 53, 1–15. https://doi.org/10.1016/j.is.2015.04.006

Elshami, W., Taha, M. H., Abuzaid, M., Saravanan, C., Al Kawas, S., & Abdalla, M. E. (2021). Satisfaction with online learning in the new normal: perspective of students and faculty at medical and health sciences colleges. Medical Education Online, 26(1). https://doi.org/10.1080/10872981.2021.1920090

Fazli-Salehi, R., Torres, I. M., Madadi, R., & Zúñiga, M. Á. (2020). Is country affinity applicable for domestic brands? The role of nation sentiment on consumers’ self-brand connection with domestic vs foreign brands. Asia Pacific Journal of Marketing and Logistics, ahead-of-p(ahead-of-print). https://doi.org/10.1108/APJML-11-2019-0656

González-Mansilla, Ó., Berenguer-Contrí, G., & Serra-Cantallops, A. (2019). The impact of value co-creation on hotel brand equity and customer satisfaction. Tourism Management, 75, 51–65. https://doi.org/10.1016/j.tourman.2019.04.024

Guo, G., Tu, H., & Cheng, B. (2018). Interactive effect of consumer affinity and consumer ethnocentrism on product trust and willingness-to-buy: a moderated-mediation model. Journal of Consumer Marketing, 35(7), 688–697. https://doi.org/10.1108/JCM-06-2017-2239

Hidayatullah, S., Waris, A., & Devianti, R. C. (2018). Perilaku generasi milenial dalam menggunakan aplikasi Go-Food. Jurnal Manajemen Dan Kewirausahaan, 6(2), 240–249. https://doi.org/10.26905/jmdk.v6i2.2560

Imiru, G. A. (2017). The Effect of Packaging Attributes on Consumer Buying Decision Behavior in Major Commercial Cities in Ethiopia. International Journal of Marketing Studies, 9(6), 43–54. https://doi.org/10.5539/ijms.v9n6p43

Iragaba, P., Hamba, S., Nuwamanya, E., Kanaabi, M., Nanyonjo, R. A., Mpamire, D., Muhumuza, N., Khakasa, E., Tufan, H. A., & Kawuki, R. S. (2021). Identification of Cassava Quality Attributes Preferred by Ugandan Users along The Food Chain. International Journal of Food Science and Technology, 56(3), 1184–1192. https://doi.org/10.1111/ijfs.14878

Kim, E. J., Baloglu, S., & Henthorne, T. L. (2021). Signaling effects of branded amenities on customer-based brand equity. Journal of Hospitality Marketing & Management, 30(4), 508–527. https://doi.org/10.1080/19368623.2021.1846651

Kurniawati, T., Irawan, B., & Prasodjo, A. (2019). Analisis Pengaruh Kualitas Pelayanan, Harga, dan Brand Image Terhadap Kepuasan Konsumen Restoran Pizza Hut Cabang Jember. E-Journal Ekonomi Bisnis Dan Akuntansi, 6(2), 147. https://doi.org/10.19184/ejeba.v6i2.11159

Liao, M.-J., Zhang., J., Wang., R.-M., & Qi, L. (2021). Simulation Research on Online Marketing Strategies of Branded Agricultural Products Based on The Difference in Opinion Leader Attitudes. Information Processing in Agriculture, 8(4), 528–536. https://doi.org/10.1016/j.inpa.2020.12.001

Liordos, V., Kontsiotis, V. J., Anastasiadou, M., & Karavasias, E. (2017). Effects of attitudes and demography on public support for endangered species conservation. Science of the Total Environment, 595, 25–34. https://doi.org/10.1016/j.scitotenv.2017.03.241

Nawaz, S., Jiang, Y., Alam, F., & Nawaz, M. Z. (2020). Role of Brand Love and Consumers’ Demographics in Building Consumer–Brand Relationship. SAGE Open, 10(4). https://doi.org/10.1177/2158244020983005

Nes, E. B., Yelkur, R., & Silkoset, R. (2014). Consumer affinity for foreign countries: Construct development, buying behavior consequences and animosity contrasts. International Business Review, 23(4), 774–784. https://doi.org/10.1016/j.ibusrev.2013.11.009

Nuseir, M., & Elrefae, G. (2022). The effects of facilitating conditions, customer experience and brand loyalty on customer-based brand equity through social media marketing. International Journal of Data and Network Science, 6(3), 875–884. https://doi.org/10.5267/j.ijdns.2022.2.009

Pappu, R., Cooksey, R. W., & Quester, P. G. (2005). Consumer-based brand equity: improving the measurement – empirical evidence. Journal of Product & Brand Management, 14(3), 143–154. https://doi.org/10.1108/10610420510601012

Popoola, G. A., Amoo, O. K., Umar, O. G., Popoola, A. A., & Olatunji, O. M. (2020). Influence of reading habit on student academic performance in a senior second school in Ibadan. Multifaceted Strategies for Social-Emotional Learning and Whole Learner Education, 141–162. https://doi.org/10.4018/978-1-7998-4906-3.ch007

Prathap, S. K., & C.C., S. (2020). Determinants of purchase intention of traditional handloom apparels with geographical indication among Indian consumers. Journal of Humanities and Applied Social Sciences, ahead-of-p(ahead-of-print). https://doi.org/10.1108/jhass-04-2020-0055

Reisenwitz, T. (2009). Differences in Generation X and Generation Y: Implications for the Organization and Marketers. Marketing Management Journal, 19(2), 91–103.

Ridha, R., & Hidayat, N. K. (2020). Impact of Innovation & Certification to SME Performance in F&B Sector. ADI International Conference Series, 4280, 337–360.

Sasmita, J., & Suki, N. M. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management.

Schiffman, L., & Kanuk, L. L. (2014). Consumer Behaviour (7th ed.). PT. Indeks.

Shariq, M. (2018). Brand equity dimensions-a literature review. International Research Journal of Management and Commerce, 5(3), 312.

Sylte, A. L. (2020). Predicting the future competence needs in working life: Didactical implications for VET in Norway. International Journal for Research in Vocational Education and Training, 7(2), 167–192. https://doi.org/10.13152/IJRVET.7.2.3

Tantriana, D., & Widiartanto. (2019). Pengaruh Aksesibilitas, Experiential Marketing Dan Electronic Word of Mouth (E-wom) Terhadap Keputusan Berkunjung Kembali Melalui Customer Satisfaction Sebagai Variabel Intervening. JIAB: Jurnal Ilmu Administrasi Bisnis, 8(3), 1–11. https://doi.org/10.14710/jiab.2019.24111

Tien, M. B. (2018). Attitudes and Behavior of Vietnamese toward to Consumer Affinity in Term of Travel Abroad. Business and Economic Research, 8(2), 204. https://doi.org/10.5296/ber.v8i2.13009

Tlapana, T. (2021). the Impact of Store Layout on Consumer Buying Behaviour: a Case of Convenience Stores From a Selected Township in Kwazulu Natal. International Review of Management and Marketing, 11(5), 1–6. https://doi.org/10.32479/irmm.11583

Vasileiadis, T., Tzotzis, A., Tzetzis, D., & Kyratsis, P. (2019). Combining Product and Packaging Design for Increased Added Value and Customer Satisfaction. Journal of Graphic Engineering and Design, 10(2), 5–15. https://doi.org/10.24867/JGED-2019-2-005

Vatjanasaregagul, L., & Wang, H. C. (2011). The Impact Of Service Quality And Consumer Decision Factors On Brand Equity. International Business & Economics Research Journal (IBER), 6(3). https://doi.org/10.19030/iber.v6i3.3357

Xu, Z., Zhu, G., Metawa, N., & Zhou, Q. (2022). Machine learning based customer meta-combination brand equity analysis for marketing behavior evaluation. Information Processing & Management, 59(1), 102800. https://doi.org/10.1016/j.ipm.2021.102800

Yunus, E. D. S., Primiana, I., Kaltum, U., & Cahyandito, M. F. (2016). The influence of supply chain integration on company performance through competitive advantage in Indonesian pharmaceutical industry. Academy of Strategic Management Journal, 15(3), 291–300.

Zurqoni, Retnawati, H., Arlinwibowo, J., & Apino, E. (2018). Strategy and Implementation of Character Education in Senior High Schools and Vocational High Schools. Journal of Social Studies Education Research, 9(3), 370–397. https://doi.org/10.17499/jsser.01008


Cited by:


DOI: http://dx.doi.org/10.22334/jbhost.v9i1.450

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.


Visited Number: Web
Analytics JBHOST Stats