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Exploring the Role of Gender in Sustainable Consumption: A Moderated Mediation Model of Sustainable Marketing in the UK FMCG Industry

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This study investigates the influence of sustainable marketing activities on brand image, customer involvement, and sustainable purchase intention within the Fast-Moving Consumer Goods (FMCG) sector in England, while examining gender as a moderating variable. Grounded in Signaling Theory and the Theory of Planned Behaviour, the research adopts a positivist philosophical stance and a quantitative, deductive approach. Data were collected through a structured online survey administered to 273 FMCG consumers in England, ensuring balanced representation of male and female respondents. Structural Equation Modelling (SEM) using AMOS, along with regression analysis, was employed to test the proposed moderated-mediation model.

The findings reveal that sustainable marketing activities significantly enhance brand image, which in turn strengthens customer involvement and ultimately increases sustainable purchase intention. Brand image and customer involvement were found to act as sequential mediators in the relationship between sustainable marketing activities and sustainable purchase intention, confirming a partial serial mediation effect. The results also indicate that sustainable marketing has both direct and indirect effects on sustainable purchase intention, highlighting its significant role in shaping consumer behaviour in the FMCG sector.

However, the moderating effect of gender was found to be statistically insignificant. Although minor differences in path strengths were observed between male and female consumers, these differences did not significantly alter the overall relationships in the model. This suggests that sustainable marketing strategies are broadly effective across genders in the English FMCG context.

The study contributes to existing literature by providing empirical evidence on the integrated role of sustainability-driven marketing in shaping consumer behaviour and clarifying the limited moderating role of gender. It offers practical implications for FMCG companies, emphasising the importance of strengthening sustainable brand image and fostering consumer involvement to drive sustainable purchasing behaviour.

The Effect of E-Trust, E-Service Quality, and Brand Image on Traveloka Application User Satisfaction

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User satisfaction is a crucial factor in determining the sustainability and competitiveness of digital service platforms, particularly in the online travel industry. Increasing competition among online travel applications requires companies to continuously improve service quality, build user trust, and maintain a strong brand image. This study aims to analyze the effects of e-trust, e-service quality, and brand image on user satisfaction of the Traveloka application. A quantitative research approach was employed using a survey method, with 100 Traveloka application users as the research sample, selected through purposive sampling. Data were collected using structured questionnaires and analyzed using multiple linear regression analysis. The results of the instrument tests indicate that all measurement items are valid and reliable. The findings reveal that e-trust has a positive and significant effect on user satisfaction, e-service quality has a positive and significant effect on user satisfaction, and brand image also has a positive and significant effect on user satisfaction. These results suggest that higher levels of trust, superior electronic service quality, and a positive brand image play an important role in enhancing user satisfaction with the Traveloka application. This study emphasizes the importance for online travel service providers to strengthen user trust, improve digital service performance, and maintain a strong brand image in order to increase user satisfaction and sustain competitive advantage in the digital marketplace.

The Influence of Patient Satisfaction and Brand Image on Patient Loyalty with Patient Trust as a Mediator at Anna Medika Hospital

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In the era of digitalization and globalization, service quality has become one of the most critical aspects of a healthcare institution’s success, such as a hospital. High patient satisfaction significantly influences repeat visit frequency when patients require further treatment. Moreover, if patients experience positive outcomes after receiving care at a hospital, it becomes their primary choice for future medical needs due to the trust and loyalty built toward the healthcare provider. This study aims to analyze the influence of patient satisfaction and brand image on patient loyalty, with patient trust as a mediating variable at Anna Medika Hospital.

This quantitative research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) with a sample of 120 inpatients. Data were collected through questionnaires and analyzed using SmartPLS 4.0.

The results show that patient satisfaction and brand image significantly affect patient trust (β = 0.465 and β = 0.404, respectively). Patient trust mediates the effect of satisfaction on loyalty (β = 0.274; *p* < 0.05) but is not a significant mediator between brand image and loyalty (*p* = 0.077).

Patient trust plays a crucial role in transforming satisfaction into loyalty, while brand image directly influences loyalty without mediation by trust.

Exploring Consumer Behavior and Its Impact on Spotify Customer Loyalty among Generation Z in Indonesia

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This study examines consumer behavior toward Spotify Customer Loyalty among Generation Z in Indonesia. Using a quantitative approach and SEM analysis with SmartPLS 3, the study found that consumer behavior factors, including Brand Image, Price, Digital Service Quality, and Advertising, have a significant positive influence on Purchase Decisions, which in turn have a significant positive impact on Customer Loyalty. Consumer behavior contributes 59% in the moderate category. These findings recommend that Spotify enhance its marketing strategies through engaging advertisements to strengthen customer loyalty among Generation Z in Indonesia.

The Influence of Social Media Influencers on Consumers’ Purchase Intentions for Electric Cars Mediated by Brand Image, Consumer Attitude, and Moderated by Green Attitude

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The purpose of this study is to aim to analyze the effect of Social Media Influencers on consumer purchase intentions on Electric cars with Brand Image variables as mediation and Green Attitude Variables as moderation. The research sample in this study were consumers who used and did not use electric cars with knowledge about electric cars in Indonesia in the 2020-2024 research year. This research method uses a quantitative approach with data collection techniques through questionnaires distributed to social media users, users and non-users of electric cars in Indonesia. The theoretical framework is built based on the latest literature review on digital marketing, consumer behavior and sustainability issues in the automotive industry. The results of the study can be expected to contribute new insights into the effectiveness of Social Media Influencers in the context of environmentally friendly products on the topic of Electric cars. The practical implications of this study can help marketers and policy makers in designing effective communication strategies to increase the adoption of Electric vehicles in Indonesia.

The Influence of Social Media Marketing Activities on Brand Equity and Customer Response on Laidlunos

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The Indonesian cosmetics industry is expected to experience sustainable growth from 2023 to 2028, driven by a growing interest in health and beauty among the public. This increased awareness has led to higher revenues in the beauty and skincare sectors, especially for local skincare brands. With 213 million internet users and 167 million active social media users, social media plays a crucial role in brand marketing in this industry. Despite producing more content, Laidlunos has struggled to increase social media engagement. This study investigates how social media marketing impacts brand equity and customer response to Laidlunos in Indonesia’s growing cosmetics market. Using a quantitative approach with causal and descriptive objectives, the research surveyed a non-probability sample of 385 respondents. It proposes that various aspects of social media marketing, including entertainment, interaction, trendiness, customization, and risk reduction, have a positive influence on brand equity and customer response. The study aims to improve Laidlunos’ social media strategy by identifying the factors that contribute to brand equity and elicit positive customer reactions. By examining these dynamics, this research provides insights into optimizing social media marketing to enhance brand equity and customer response in the Indonesian skincare sector.

Enhancing Brand Loyalty through Innovative Branding Initiatives in Home Decor Enterprise

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This research evaluates the brand image, satisfaction, trust, love, loyalty, and overall experience of Benison Gorden, known for high-quality curtains and blinds, as it shifts its market focus from the middle to the upper class. Using a mixed-methods approach, the study gathered data through structured surveys and consumer feedback. Quantitative results showed strong performance across various indicators: brand image scores averaged 4.034, 4.000, and 4.025; satisfaction ranged from 4.084 to 4.139; trust averaged between 4.105 and 4.168; love brand indicators scored 4.109, 4.122, and 4.025; loyalty ranged from 4.088 to 4.164; and brand experience ranged from 4.059 to 4.118. Qualitative feedback revealed that consumers appreciate the premium quality and design of Benison Gorden products, associating them with exclusivity and prestige. However, consumers suggested improvements in customer service, personalization, and product customization. The study concludes that Benison Gorden can successfully shift its target market by maintaining high product quality, enhancing customer service, offering personalization, and expanding product options. This strategy aligns with upper-class consumer expectations and leverages their higher spending power. Benison Gorden’s strong performance across key brand indicators provides a solid foundation for this transition. The brand’s ability to evoke high emotional attachment and loyalty suggests it can build a devoted upper-class customer base. Positive overall brand experiences indicate the brand’s capacity to deliver consistent value, essential for growth in a competitive market. As Benison Gorden navigates this market shift, continuous monitoring of consumer feedback and adaptive strategies will be crucial. The research highlights the need for a comprehensive understanding of both quantitative metrics and qualitative insights into consumer behavior and sentiments. This dual approach provides a robust framework for strategic planning and decision-making, enabling Benison Gorden to effectively target the upper-class market. By leveraging its strengths and addressing areas for improvement, Benison Gorden can enhance its competitive edge and achieve long-term success. The study’s findings offer valuable guidance for other brands aiming to shift their market focus, demonstrating the effectiveness of integrating quantitative and qualitative data to inform strategic direction and ensure a successful transition.

Indicators to Measure the Influence of Celebrity Personality and Humor Ads on Consumer Purchasing Intentions

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Humorous advertising is considered the most effective marketing tool. However, on the other hand, consumers still identify the credibility of celebrities who star in advertisements. Companies need to determine which aspects of these two things are effective in increasing consumer purchasing intentions according to the type of product and target market. Apart from that, this research also measures endorsed brand credibility, transfer of brand image, attitude toward ads and e-word of mouth. This measuring tool was tested on a sample of 30 women who had seen a funny endorsement video from a famous comedian digital in Indonesia. The data was processed using IBM SPSS Statistics 26. The test results showed that the measuring instrument consisting of 7 constructs and 49 items met the validity and reliability criteria. Therefore, this particular measurement instrument was prepared for use in further research purposes.

The Effect of Social Media Marketing Activities on Brand Loyalty and Willingness to Pay Premium Price: Brand Equity as Intervening Variable and Income Level as Moderating Variable

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Currently, the Indonesian society cannot be separated from the need for the internet, which serves various purposes to facilitate their daily activities. The internet is used for accessing information, communication, education, entertainment, as well as business needs. By the end of 2022, the internet was predominantly used for exploring social media and streaming video. One of the companies that provides video-on-demand (VOD) streaming services popular among the Indonesian population is Viu. Viu utilizes marketing activities through social media, including on TikTok. This study intends to investigate the influence of social media marketing activities (SMMAs) on brand loyalty (BL) and willingness to pay premium price (WPP), with brand equity in terms brand awareness (BA) and brand image (BI) as a mediating factors and income level as a moderating factor. The research adopts a quantitative method with a causal approach. The population for this study comprises all followers of Viu’s TikTok account and Viu users. Purposive sampling, a sample selection technique based on specific considerations, is employed. Data collection is conducted through online questionnaires via google form. The data analysis technique utilized in this study is SEM-PLS using SmartPLS 3.2.9. The research findings indicate that SMMAs have a positive and significant influence on brand awareness and brand image. Brand awareness does not affect brand loyalty and willingness to pay premium price. However, brand image has a positive and significant influence on brand loyalty and willingness to pay premium price. Brand loyalty has a positive and significant influence on willingness to pay premium price. Brand awareness does not mediate the relationship between SMMAs and consumer willingness to pay a premium price, but brand image mediates this relationship. Furthermore, income level strengthens the relationship between brand loyalty and willingness to pay premium price.

The Effect of Digital Marketing Implementation Towards Muslim Fashion Brand Awareness and Brand Image on Covid’19 Pandemic

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Digital marketing has a positive impact on brand awareness and brand image. This can have a good effect on the economy as it can increase brand awareness and brand image of Muslim fashion brands. This good economic effect will translate into improved company performance in covid’19. This study aims to determine the influence of the company’s digital marketing on brand awareness and brand image on covid’19 in Muslim fashion brands. This study uses multiple regression on panel data from a sample of 100 respondents based in Indonesia. The variable of this research is digital marketing in Muslim fashion brands. Other variables are brand awareness and brand image to see what effect digital marketing has on these variables in covid’19. The results of the study resulted in t value > t table and sig < 0.05 from each hypothesis that everything was declared accepted because t value > t table and sig < 0.05. This study shows a significant influence of digital marketing on Muslim fashion brands on brand awareness and brand image during the covid’19 pandemic.