Brand Awareness, Brand Image, Perceived Value, and Perceived Quality Towards Brand Loyalty
Article Sidebar
Main Article Content
Abstract
Fast fashion is one of a lot of interesting topics to talk about and an industry that never dies. So, the purpose of this research was to examine the effect of BA, BI, PV, and PQ towards BL on H&M consumers in Jakarta. The population is H&M consumers with a total of 309 respondents. The method used in distributing the questionnaires is a purposive sampling method. The questionnaires are distributed online in google form and then the data were analyzed using Smart]PLS software version 3.3.3. The results of the data show that BI, PV, PQ has a positive effect on BL on H&M consumers in Jakarta. Meanwhile, BA not has a significant effect on BL on H&M consumers in Jakarta.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
IJAEB by Graduate Program of Universitas Tarumanagara is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.. Permissions beyond the scope of this license may be available at https://journal.untar.ac.id/index.php/ijaeb
References
Cnn Indonesia, “Laba H&M Melorot 90 Persen Pada 2020, Ribuan Cabang Ditutup,” Cnn Indonesia, 2020. https://www.cnnindonesia.com/ekonomi/20210129211940-92-600214/laba-hm-melorot-90-persen-pada-2020-ribuan-cabang-ditutup/26-8-2021.
Statista, “Sales Of The H&M Group Worldwide From 2007 To 2020 (In Million U.S. Dollars),” Statista, 2021. https://www.statista.com/statistics/252190/gross-sales-of-the-h-und-m-group-worldwide/26-8-2021.
L. Light, “Brand Loyalty Marketing: Today’s Marketing Mandate,” Ed. Publ., vol. 127, no. 50, pp. 20–24, 1994.
O. Vitez, “What Is The Importance Of Brand Loyalty?,” 2013. https://www.smartcapitalmind. com/what-is-the-importance-of-brand-loyalty.htm/28-8-2021.
G. Li, G. Li, and Z. Kambele, “Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay,” J. Bus. Res., vol. 65, no. 10, pp. 1516–1522, 2012, doi: 10.1016/j.jbusres.2011.10.019.
J. Su, “Examining the relationships among the brand equity dimensions: Empirical evidence from fast fashion,” Asia Pacific J. Mark. Logist., vol. 28, no. 3, pp. 464–480, 2016, doi: 10.1108/ APJML-01-2015-0004.
H. A. Mabkhot, Hasnizam, and S. M. Salleh, “The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study,” J. Pengur., vol. 50, pp. 71–82, 2017, doi: 10.17576/pengurusan-2017-50-07.
K. L. Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 2013.
R. G. Netemeyer et al., “Developing and validating measures of facets of customer-based brand equity,” J. Bus. Res., vol. 57, no. 2, pp. 209–224, 2004, doi: 10.1016/S0148-2963(01)00303-4.
K. L. Kotler, P., & Keller, Marketing Management. 2012.
M. Punniyamoorthy and M. Prasanna Mohan Raj, “An empirical model for brand loyalty measurement,” J. Targeting, Meas. Anal. Mark., vol. 15, no. 4, pp. 222–233, 2007, doi: 10.1057/palgrave.jt.5750044.
T. D. Nguyen, N. J. Barrett, and K. E. Miller, “Brand loyalty in emerging markets,” Mark. Intell. Plan., vol. 29, no. 3, pp. 222–232, 2011, doi: 10.1108/02634501111129211.
V. A. Zeithaml, “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” J. Mark., vol. 52, no. 3, pp. 2–22, 1988, doi: 10.1177/ 002224298805200302.
O. R. L., “Whence Consumer Loyalty,” J. Mark., vol. Vol. 63, no. Special Issue, pp. 33–44, 1999.
B. Yoo and N. Donthu, “Developing and validating a multidimensional consumer-based brand equity scale,” J. Bus. Res., vol. 52, no. 1, pp. 1–14, 2001, doi: 10.1016/S0148-2963(99)00098-3.
S. Saleem, S. U. Rahman, and R. M. Omar, “Conceptualizing and Measuring Perceived Quality, Brand Awareness, and Brand Image Composition of Brand Loyalty,” Int. J. Mark. Stud., vol. 7, no. 1, pp. 66–77, 2015, doi: 10.5539/ijms.v7n1p66.
I. B. M. P. B. Yohana F. C. P. Meilani, and R. R. M. Ian N. Suryawan, “The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty,” J. Manaj., vol. 24, no. 3, p. 412, 2020, doi: 10.24912/jm.v24i3.676.
A. A. Alhaddad and A. Alhaddad, “Building customer loyalty model in airline industry View project Perceived Quality, Brand Image and Brand Trust as Determinants of Brand Loyalty,” Quest Journals J. Res. Bus. Manag., vol. 3, no. 4, pp. 1–08, 2015, [Online]. Available: www.questjournals.org.
D. A. Bastian, “Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) ADES PT. Ades Alfindo Putra Setia,” J. Manaj. Pemasar. Petra, vol. 2, no. 1, pp. 1–9, 2014.
S. Atulkar, “Brand trust and brand loyalty in mall shoppers,” Mark. Intell. Plan., vol. 38, no. 5, pp. 559–572, 2020, doi: 10.1108/MIP-02-2019-0095.
T. W. Putra and K. Keni, “Brand Experience, Perceived Value, Brand Trust Untuk Memprediksi Brand Loyalty: Brand Love Sebagai Variabel Mediasi,” J. Muara Ilmu Ekon. dan Bisnis, vol. 4, no. 1, p. 184, 2020, doi: 10.24912/jmieb.v4i1.7759.
U. Sekaran and R. Bougie, Research Methods For Business : A Skill-Building Approach (7 Ed.). 2016.
H. J. Kim, “The dimensionality of fashion-brand experience: Aligning consumer-based brand equity approach,” J. Fash. Mark. Manag., vol. 16, no. 4, pp. 418–441, 2012, doi: 10.1108/ 13612021211265827.
H. J. Jung, Y. Lee, H. J. Kim, and H. Yang, “Impacts of country images on luxury fashion brand: Facilitating with the brand resonance model,” J. Fash. Mark. Manag., vol. 18, no. 2, pp. 187–205, 2014, doi: 10.1108/JFMM-10-2013-0113.
P. Cuesta-Valiño, P. Gutiérrez-Rodríguez, and E. Núnez-Barriopedro, “The role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion,” Corp. Gov., 2021, doi: 10.1108/CG-03-2021-0099.
A. Eggert and W. Ulaga, “Customer perceived value: A substitute for satisfaction in business markets?,” J. Bus. Ind. Mark., vol. 17, no. 2–3, pp. 107–118, 2002, doi: 10.1108/08858620210419754.
N. Khan, S. H. R. Rahmani, H. Y. Hoe, and T. B. Chen, “Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry,” Int. J. Bus. Manag., vol. 10, no. 1, pp. 172–181, 2014, doi: 10.5539/ijbm.v10n1p172.
J. F. H. Jr, W. C. Black, B. J. Babin, R. E. Anderson, W. C. Black, and R. E. Anderson, Multivariate Data Analysis. 2018.
G. David Garson, Partial Least SquarePartial Least Squares: Regression and Structural Equation Models. 2016.