Pengaruh Fashion Innovativeness Dan Self Congruence Terhadap Brand Loyalty Dimediasi Oleh Brand Love (Studi Pada Brand Clothing Lokal Di Kota Malang)

Fathoni, Rinaldy Achmad Roberth (2020) Pengaruh Fashion Innovativeness Dan Self Congruence Terhadap Brand Loyalty Dimediasi Oleh Brand Love (Studi Pada Brand Clothing Lokal Di Kota Malang). Magister thesis, Universitas Brawijaya.

Abstract

Industri fashion adalah industri yang sedang berkembang di Indonesia, salah satunya adalah karena semakin banyaknya pelaku bisnis fashion. Situasi ini membuat persaingan semakin sengit dan tren yang berubah dengan cepat di industri fashion serta perubahan perilaku konsumen menyebabkan produsen fashion harus membuat hubungan merek yang kuat dengan konsumen untuk menciptakan loyalitas konsumen. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh fashion innovativeness dan self congruence terhadap brand loyalty yang dimediasi oleh variabel brand love. Sampel dalam penelitian ini adalah 150 responden yang telah melakukan pembelian berulang pada produk pakaian merek lokal di Kota Malang. Metode analisis data menggunakan PLS. Hasil penelitian ini menunjukkan bahwa fashion innovativeness dan self congruence dapat meningkatkan brand loyalty. Selain itu, brand love sebagai mediasi parsial antara fashion innovativeness dan self congrence terhadap brand loyalty.

English Abstract

The fashion industry is a growing industry in Indonesia, one of which is due to the increasing number of fashion business people. This situation makes the competition increasingly fierce and rapidly changing trends in the fashion industry as well as changes in consumer behavior cause fashion producers to have to make strong brand relationships with consumers to create consumer loyalty. The purpose of this study is to determine the effect of fashion innovativeness and self congruence to brand loyalty mediated by the brand love variable. Samples in this research is 150 respondents who had made repeat purchases on local brand clothing products in Malang City. The data analysis method uses PLS. The result of this study indicate that fashion innovativeness and self congruence can increase brand loyalty. In addition, brand love as partial mediation between fashion innovativeness and self congruence toward brand loyalty.

Other obstract

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Item Type: Thesis (Magister)
Identification Number: 0420020004
Uncontrolled Keywords: Fashion Innovativeness, Self Congruence, Brand Loyalty, Brand Love, Brand Clothing Lokal, Fashion Innovativeness, Self Congruence, Brand Love, Brand Loyalty, Local Brand Clothing
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks
Divisions: S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User: Nur Cholis
Date Deposited: 04 Feb 2021 07:26
Last Modified: 17 Apr 2023 03:24
URI: http://repository.ub.ac.id/id/eprint/182504
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