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Analisis Pengaruh Self Expression, Design Dominance, dan Brand Uniqueness terhadap Brand Loyalty pada Local Fashion Products Consumption
This paper aims to determine the role of self expression in the form of personal identity and social identity as well as need- for- uniqueness in explaining the relationship between design dominance and brand uniqueness towards brand loyalty in the context of local fashion products consumption. The sample used in this study is Indonesian residents who live in Greater Jakarta Area (Jakarta, Bogor, Depok Tangerang, and Bekasi), generation Z or in the age range of 18-25 years, and have purchased local fashion products in the past year. The data was from 204 respondents which were then processed using the structural equation modeling (SEM) method. The results of this study indicate that within local fashion products consumption, the variables of self expression that is comprised personal identity and social identity have a positive influence towards the need for uniqueness, further on need for uniqueness positively influences design dominance, and design dominance has a positive influence towards brand loyalty. This study also proves the positive influence of brand uniqueness towards brand loyalty. Research limitations, managerial implications, and suggestions for further research are further described within this study..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13762 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2022 |
|---|---|
| Edisi | - |
| Subjek | Brand loyalty Fashion Products Self Expression Design Dominance |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 138 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |