The Role of Inner Self and Social Self as Antecedents of Brand Love and its Impact on Word of Mouth: The Moderating Effect of Gender on Jumputan Shibori Products in Indonesia

Andi Sugandi; Sri Handayani; Zaki Sierrad

doi:10.55927/fjas.v4i11.477

Authors

Andi Sugandi Universitas Teknologi Yogyakarta
Sri Handayani Universitas Teknologi Yogyakarta
Zaki Sierrad Universitas Widya Mataram Yogyakarta

DOI:

https://doi.org/10.55927/fjas.v4i11.477

Keywords:

Inner Self, Social Self, Brand Love, Word of Mouth, Gender Moderation

Abstract

This study aims to examine the antecedents and consequences of Brand Love toward Word of Mouth (WOM) behavior among consumers of Jumputan Shibori products in Indonesia. A quantitative research design was employed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with SmartPLS 4.0. Data were collected through online and offline questionnaires distributed to 200 Jumputan Shibori consumers across several regions in Indonesia. The results indicate that both Inner Self and Social Self have positive and significant effects on Brand Love. Brand Love, in turn, significantly influences Word of Mouth behavior. The moderating analysis reveals that Gender strengthens the relationship between Inner Self and Brand Love, but weakens the relationship between Social Self and Brand Love. However, Gender does not moderate the link between Brand Love and Word of Mouth.

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