THE ANALYSIS OF BRAND LOVE ON STREETWEAR BRAND

DESSY FARENTIA, Iin Mayasari Dr., MM.

2022 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Hubungan yang paling kuat secara emosional antara pelanggan dan merek mereka adalah brand love (cinta merek). Penelitian ini bertujuan untuk menganalisis brand love pada pembeli produk streetwear. Pengumpulan data pada penelitian ini dilakukan secara empiris dengan cara menyebarkan survei online kepada 131 responden. Hasil dari penelitian ini menunjukkan bahwa brand love pada konsumen streetwear berpengaruh positif dan signifikan terhadap self-esteem, susceptibility to normative influence dan brand loyalty. Selain itu, susceptibility to normative influence berpengaruh positif dan signifikan terhadap brand loyalty merek pada konsumen streetwear. Penelitian ini menunjukkan bahwa merek streetwear tidak hanya harus mempublikasikan produk yang unik dan beragam, tetapi juga harus mempertimbangkan hubungan antara konsumen dan komunitasnya dalam pengembangan produknya.

The most emotionally powerful link between customers and their brands is brand love. This study aims to analyze brand love on streetwear product buyers. The data were collected empirically by distributing online surveys to 131 respondents. The results showed that brand love of streetwear consumers had a positive and significant impact on SE, SNI and brand loyalty. In addition, SNI had a positive and significant influence on the brand loyalty of streetwear consumers. This research shows that streetwear brands not only have to publish unique and diverse products, but they also have to consider the relationship between consumers and their communities in the development of their products.

Kata Kunci : Brand love, brand loyalty, self-esteem, susceptibility to normative influence, streetwear.