Loyalitas merek produk fast fashion di Kota Pekanbaru

Mutia Ulfah

Abstract


Industri pakaian global, ritel fast-fashion merupakan sektor yang paling diminati saat ini. Bisnis ini berkembang pesat beberapa tahun terakhir akibat meningkatnya permintaan fashion, pertumbuhan Gross Domestic Product (GDP) di berbagai negara, serta urbanisasi dan tren yang berubah setiap bulannya. Industri fashion merupakan salah satu industri yang secara konsisten menarik perhatian generasi muda. Penelitian ini bertujuan untuk mengatahui loyalitas merek produk fast-fashion pada Generasi Y (20-39 tahun) di kota Pekanbaru. Dengan 97 orang responden melalui teknik sampling purposive dan metode analisa regresi linear berganda diketahui bahwa Loyalitas Merek Produk Fast-Fashion pada Gen Y di Kota Pekanbaru secara signifikan dipengaruhi oleh citra merek dan kepercayaan merek. Dimana citra merek sebagai prediktor terkuat diantara prediktor lainnya. Hasil uji analisa menunjukkan bahwa variabel citra merek dan kepercayaan merek yang digunakan dalam penelitian ini mampu menjelaskan loyalitas merek produk fast-fashion pada Gen Y di Kota Pekanbaru sebesar 78,1%. Citra merek dan kepercayaan merek pada Gen Y di Kota Pekanbaru berkontribusi terhadap peningkatan loyalitas merek produk Fast-Fashion. Penelitian ini memiliki keterbatasan terkait sampling dan penentuan instrumen variabel.


Keywords


Brand Loyalty; Brand Trust; Brand Image; Fast Fashion Industry; Gen Y

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DOI: https://doi.org/10.30872/jfor.v23i4.10216

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