Increasing Brand Loyalty of Fashion Products

This study investigates how to increase brand loyalty of fashion products. This study used brand image (BI), brand satisfaction (BS), and brand trust (BT), which are believed to increase brand loyalty (BL). Using 1,088 young Indonesian fans of favorite brands, the study is expected to uncover several key findings. The research results are expected to add evidence of the influence of BI, BS, and BT on BL. In addition, this study also tested the relationship model between the four variables so that the most fit model with the data can be found. The study used a survey method with a questionnaire with 1088 respondents as a sample. Testing the validity and reliability of the questionnaire after all data was collected, then continued with a correlation test between variables and ended with a test of the relationship model using structural equation modeling (SEM). The results of the study strengthen previous studies that BI has an effect on BT and BS. In addition, in the model that best fits the data, the influence of BI on BL is through BT, but not through BS. Although BI has an effect on BS, BS cannot increase BL. The results of the study are also discussed at the end along with the limitations of this study. It is hoped that companies can increase consumer loyalty to brands by building image, satisfaction, and trust in the brand.