Factors Influencing the Establishment of Brand Love Toward Fashion Brands in Indonesia

MILADUNKAROHMAH, Bayu Aji Aritejo, S.E., M.M., M.Si., Ph.D.

2016 | Skripsi | MANAJEMEN

Brand Love dianggap sebagai hal yang baru di dalam dunia Marketing. Secara umum, hal tersebut dipahami sebagai terbentuknya sebuah hubungan emosional jangka panjang dari konsumen terhadap merk tertentu. Pada studi ini, efek dari self-expressive - inner, self-expressive - social, brand image, brand history, dan hedonic product diinvestigasi. Studi ini hendak menginvestigasi faktor-faktor yang mempengaruhi Brand Love terhadap Fashion Brands di Indonesia. Metode penelitian pada studi ini mengimplementasi desain penelitian survey kuantitatif. Data yang digunakan pada studi ini didapatkan dengan memberikan pertanyaan secara online kepada 200 responden yang telah berpengalaman menggunakan produk-produk fashion dari merk-merk tertentu yang mereka anggap memuaskan. Metode analisis data yang digunakan pada studi ini adalah analisis regresi berganda. Dari hasil studi, ditemukan bahwa self-expressive - inner, self-expressive - social, brand image, brand history, dan hedonic product memiliki hubungan yang positif terhadap Brand Love.

Brand love is considered a new subject in marketing. It is acknowledged as consumers establishing a long-term emotional feeling towards a certain brand. In this study, the effect of self-expressive - inner, self-expressive - social, brand image, brand history, and hedonic product was investigated. This study aims to investigate factors influencing the establishment of brand love toward fashion brands in Indonesia. The research method of this study is based on the implementation of quantitative survey research design. The data used in this study were obtained by administering online questionnaires to 200 respondents who experienced purchasing some particular fashion products from a certain fashion brand that they found satisfying. The data analysis method used in this study is multiple regression analysis. The findings show that self-expressive - inner, self-expressive - social, brand image, brand history, and hedonic product have positive relationship to brand love.

Kata Kunci : brand love, love, self-expressive, brand image, brand history, fashion, consumer-brand relationship