What Influences Fashion Consumers’ Loyalty On Social Media in Indonesia?

Abstract

This research examines the determining factors which can affect consumer loyalty for fashion products on social media mediated by purchase intention. This research focuses on both locally produced and imported fashion products sought after by Batam City residents. Collected data is pooled from 352 respondents using Google Forms. The questionnaires were taken from the works of Abou Ali et al., (2021) dan Prasad et al., (2019). The causal-comparative quantitative approach is used in this research, while linear regression is used to prove the relationship between each hypothesis. This research shows that the relationship between country of origin, customer engagement, influencer marketing, purchase intention, and trust can explain about 53% of customer loyalty. Meanwhile, perceived value does not significantly affect customer loyalty directly. To examine the mediating relationship of purchase intention, this research uses the aforementioned variables to be compared. The result shows that there is a mediating relationship between purchase intention and independent perceived value and trust. Altogether this research is conducted in a relatively short time. Additionally, the lack of supporting journals and sources that can reinforce the mediating relationship of purchase intention toward perceived value and trust makes this study not thoroughly discussed.

Faktor-Faktor yang Mempengaruhi Customer Satisfaction dan Dampaknya terhadap Habits dan Intention to Revisit Kembali di Industri Kedai Kopi Tuku

“…Customer habits refer to the psychological tendencies and behavioural patterns formed in individuals when interacting with a company or brand (Hoehle et al, 2018). Customer habits are formed through positive attitudes and repeated interactions with the brand (Hasan & Noor Liana, 2022).Customer habits play an essential role in the retail shopping and significantly influence customer loyalty and satisfaction (Hoehle et al, 2018). Understanding customer habits and their engagement, including purchasing behaviour, is crucial for businesses to effectively interact with customers and enhance overall business outcomes (de Oliveira Santini et al, 2020).…”

Review Digital Marketing And Hedonic Shopping Value Affect Impulsive Buying

“…Wherever consumers are, they can immediately see the application if they want to make a purchase, especially those who want to visit which area to be able to enjoy delicious special food and shopping for trending distributions through social media. From consumer experience in shopping by looking at social media first, many consumers who come to visit directly or online to be able to feel both in terms of taste, price, bargaining for goods and expected services (Ahmed & Kumari, 2022;Hasan & Liana, 2022;Iskamto, 2017Iskamto, , 2021Sunarmi et al, 2022). But in general, when you arrive at the location, there is an unplanned decision to buy a product or service.…”

The Influence of e-WOM and Social Media Marketing on Purchase Intention Local Skincare Products in Batam City Mediated by Brand Image

“…Research ModelIII. RESEARCH METHODThis type of research is classified as causal comparative research which aims to show the relationship between 2 variables, namely the independent and dependent variables(Hasan & Noor Liana, 2022). The variables in this research are divided into 3, namely independent variables, consist of perceived quality, e-WOM, social media marketing, brand awareness and brand trust.…”