Abstract
Brand loyalty or customer loyalty is an important concept for many companies that can bring many benefits to companies, such as repeat purchases and brand recommendations to others, who then can reduce marketing costs. Trust in the brand is important and is a major factor in the development of brand loyalty. Along with the development of industry, entertainment, information and technology, style of fashion becomes a medium to demonstrate the existence of a person in the community. By following certain fashion, people can show their true identity. The purpose of this study was to determine the role of the Self Concept Connection, Brand Love, Brand Trust and Brand Image on the increase Brand Loyalty.The focus of this study object is H&M brand in Jakarta region. The data used in this study were gathered by spreading the questionnaires to users who have purchased the H&M brand is more than one time. This study used convinience sampling as a sampling technique and obtained 158 respondend and this data processed into this study result. This study uses SEM analyze to test the data.
Highlights
Brand loyalty or customer loyalty is an important concept for companies which brings various benefits for the company
Trust in brand is a salient factor in developing brand loyalty
The objective of this research is to identify the relationship between self concept
Summary
Self concept connection sebagai hubungan antara konsumen dan merek sesuai dengan konsumen itu sendiri dan apa yang ada pada simbol merek tersebut (Mira et al, 2013). Self concept connection mengacu pada sejauh mana merek mengungkapkan aspek penting dari identitas diri konsumen, nilai-nilai, dan tujuan (Fournier, 1998) dalam (Hwang & Kandampully, 2012). Menurut Carroll & Ahuvia (2006) mendefinisikan brand love sebagai tingkat ikatan emosional yang kuat pada diri konsumen dan konsumen puas terhadap merek tersebut. Brand love dan keterikatan emosional dengan merek tampak sangat mirip. Brand love membutuhkan intensitas emosional tanggapan terhadap suatu objek, sedangkan ikatan emosional belum tentu membutuhkan intensitas tersebut. Cinta konsumen untuk merek mewah dapat meningkat ketika konsumen menganggap merek itu sebagai bagian penting dari ekspresi diri mereka
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