Customer Perceive Value terhadap Brand Loyalty Sustainable Fashion

Aura Aesty, Kresno Yulianto

Abstract


Abstract. This study aims to determine the effect of customer percieve value on brand loyalty in sustainable fashion Sejauh Mata Memandang. The research method uses a survey by distributing questionnaires. The research population is consumers of Sejauh Mata Memandang products who’ve used and purchased minimal three times with the criteria of generation Y or millennial generation. The sampling technique used simple random sampling with a total sample of 96 people. The study was analyzed quantitatively using a simple linear regression formula. The research findings show that customer percieve value has a significant effect on brand loyalty in the sustainability of the fashion business, with a strong influence category. This means that the more customer percieve value is increased, the customer loyalty will increase to the brand Sejauh Mata Memandang. This is because the values contained the brand Sejauh Mata Memandang provide customer value so that consumers become loyal to the brand.

Keywords: brand loyalty, business communication, customer percieve value, sustainable fashion

Abstrak. Penelitian ini bertujuan untuk mengetahui pengaruh nilai yang dirasakan konsumen terhadap loyalitas merek pada produk mode berkelanjutan merek Sejauh Mata Memandang. Metode penelitian menggunakan survei dengan menyebarkan kuesioner. Populasi penelitian yaitu konsumen produk Sejauh Mata Memandang yang telah menggunakan dan membeli lebih dari dua kali dengan kriteria generasi Y atau generasi milenial di wilayah Jakarta. Teknik sampling yang digunakan simple random sampling dengan jumlah sampel sebanyak 96 orang. Penelitian dianalisis secara kuantitatif dengan menggunakan rumus regresi linear sederhana. Hasil temuan penelitian menunjukkan nilai yang dirasakan konsumen berpengaruh signifikan terhadap loyalitas merek pada mode berkelanjutan dengan kategori pengaruh kuat. Artinya semakin meningkatnya nilai yang dirasakan konsumen maka akan semakin meningkatkan loyalitas konsumen pada produk mode keberlanjutan merek Sejauh Mata Memandang. Hal ini dikarenakan nilai-nilai yang terdapat pada merek Sejauh Mata Memandang memberikan nilai kepada konsumen sehingga konsumen menjadi loyal pada merek tersebut.

Kata Kunci: loyalitas merek, komunikasi bisnis, nilai yang dirasakan konsumen, mode keberlanjutan.


Keywords


loyalitas merek, komunikasi bisnis, nilai yang dirasakan konsumen, mode keberlanjutan.

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DOI: http://dx.doi.org/10.29313/.v7i1.27265

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