FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND LOYALTY PADA PRODUK FASHION: PERAN FASHION INNOVATIVENESS, PERCEIVED QUALITY, DAN BRAND LOVE
DOI:
https://doi.org/10.37478/als.v13i1.2521Abstract
Brand loyalty merupakan salah satu indikator penting dalam industri fashion. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi brand loyalty dalam industri fashion, serta mengevaluasi peran fashion innovativeness, perceived quality, dan brand love sebagai mediasi. Metodologi penelitian ini menggunakan pendekatan kuantitatif dan dilakukan melalui survei online pada responden yang memiliki pengalaman dalam membeli produk fashion. Data tersebut kemudian dianalisis dengan menggunakan analisis PLS. Hasil penelitian menunjukkan bahwa fashion innovativeness, perceived quality, dan brand love memiliki pengaruh yang signifikan terhadap brand loyalty. Selain itu, hasil juga menunjukkan bahwa brand love memiliki peran sebagai mediasi antara fashion innovativeness dan perceived quality dengan brand loyalty. Temuan ini memberikan implikasi penting bagi industri fashion dan memberikan informasi yang berguna bagi pemasar untuk meningkatkan strategi pemasaran dan membangun brand loyalty yang kuat pada konsumen.
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Keywords:
Brand Loyalty, Fashion Innovativeness, Perceived Quality, Brand LoveReferences
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