Rukayat, Muhammad Zahiy Radifan and , Prof. Dr. Anton Agus Setyawan, S.E., M.Si, Ph.D. (2025) The Influence of Brand Love and Brand Equity on Consumer Loyalty Through Brand Image on Local Fashion Products in Indonesia. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the influence of brand love and brand equity on consumer loyalty through brand image in local fashion products in Indonesia. The research method uses a quantitative approach with data analysis using Partial Least Square - Structural Equation Modeling (PLS-SEM). The sample consists of 384 respondents who are local fashion consumers in Indonesia. The results show that brand love and brand equity have a positive and significant effect on brand image and directly or indirectly affect consumer loyalty through brand image. This study contributes to marketers in developing branding strategies to increase consumer loyalty to local products.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Brand Love, Brand Equity, Consumer Loyalty, Brand Image, Local Fashion Products. |
| Subjects: | H Social Sciences > HD Management, Business and Labor > Management H Social Sciences > HD Management, Business and Labor > Management > Marketing Management H Social Sciences > HD Management, Business and Labor > Management > Promosi > Branding |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | MUHAMMAD ZAHIY RADIFAN RUKAYAT |
| Date Deposited: | 06 Sep 2025 06:23 |
| Last Modified: | 06 Sep 2025 06:23 |
| URI: | http://eprints.ums.ac.id/id/eprint/137020 |
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