Antecedents of Brand Authenticity: A Dimensional Analysis of ATLAS Sarong Consumers in Tasikmalaya City
Abstract
This study examines the influence of brand warmth and brand competence on the dimensions of brand authenticity, including continuity, credibility, integrity, and symbolism among consumers of ATLAS Sarongs in Tasikmalaya City. The study employed statistical methods, utilizing a seven-point Likert scale as the data collection tool. Purposive sampling was used as the sampling method, and the data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4. The results indicate that brand warmth and brand competence have a positive influence on continuity, credibility, integrity, and symbolism. Brand warmth was found to have the greatest influence on credibility, while brand competence was found to have the greatest influence on continuity.
Downloads
Copyright (c) 2026 Adi Nugraha, Virgin Fermalia Fiondi Hopuntius, Ghina Nurul Fitrillah, Edy Suroso, Abdul Mutolib
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
An author who publishes in the EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis agrees to the following terms:
Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
