PENGARUH GAYA HIDUP HEDONIS DAN CITRA MEREK TERHADAP MINAT BELI ULANG PADA PRODUK H&M DI KOTA BANDUNG

This study aims to analyze the influence of a hedonic lifestyle and brand image on repurchase intention for H&M products in Bandung. The phenomenon of increasing repurchase intention for H&M products, despite a decline in brand value, served as the basis for this study. The method used was a quantitative survey approach, with a questionnaire distributed to 173 respondents who had purchased H&M products in the past year. Data analysis was performed using multiple linear regression with SPSS version 25. The results showed that a hedonic lifestyle and brand image both partially and simultaneously had a positive and significant effect on repurchase intention. The coefficient of determination (R²) of 0.514 indicates that the two independent variables explained 51.4% of the variation in repurchase intention. This finding suggests that consumers with a hedonic lifestyle tend to have a high desire to repurchase, especially if the product has a strong and prestigious brand image. This research has important implications for H&M's marketing strategy in building consumer loyalty in the fast fashion market.