Faktor pembentuk brand loyalty : peran self concept connection, brand love, brand trust dan brand image (telaah pada merek h&m di kota dki jakarta)
Abstract: Brand loyalty or
customer loyalty is an important concept for many companies that can bring many
benefits to companies, such as repeat purchases and brand recommendations to
others, who then can reduce marketing costs. Trust in the brand is important
and is a major factor in the development of brand loyalty.
Along with the development of industry, entertainment, information and
technology, style of fashion becomes a medium to demonstrate the existence of a
person in the community. By following certain fashion, people can show their
true identity. The purpose of this study was to determine the role of the Self
Concept Connection, Brand Love, Brand Trust and Brand Image on the increase
Brand Loyalty.
The focus of this study object is H&M brand in Jakarta region. The
data used in this study were gathered by spreading the questionnaires to users
who have purchased the H&M brand is more than one time. This study used
convinience sampling as a sampling technique and obtained 158 respondend and
this data processed into this study result. This study uses SEM analyze to test
the data.
Keywords: Self Concept
Connection, Brand Love, Brand Trust, Brand Image, Brand Loyalty
Penulis: Meta Andriani, Frisca
dwbunga
Kode Jurnal: jpmanajemendd170338
