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All Journal International Journal of Economics Development Research (IJEDR) Jurnal Bisnisman : Riset Bisnis dan Manajemen Jurnal Pengabdian Masyarakat (ABDIRA) JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) KREATIF: Jurnal Pengabdian Masyarakat Nusantara Jurnal Sistim Informasi dan Teknologi Sanskara Ekonomi dan Kewirausahaan Jurnal Multidisiplin West Science Jurnal Ekonomi dan Kewirausahaan West Science El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Sulistyo Budi Utomo
Sekolah Tinggi Ilmu Ekonomi Indonesia Surabaya
Aerospace Engineering Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Nursing Social Sciences Other

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Journal : Jurnal Bisnisman : Riset Bisnis dan Manajemen

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Pengaruh Brand Activism, Persepsi Konsumen Terhadap Loyalitas Merek: Analisis dalam Konteks Industri Fast Fashion di Jawa Barat Sulistyo Budi Utomo; Eva Yuniarti Utami; Andri Ardhiyansyah
Jurnal Bisnisman : Riset Bisnis dan Manajemen Vol 5 No 2 (2023): Jurnal Bisnisman : Riset Bisnis dan Manajemen
Publisher : Universitas Nusa Putra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52005/bisnisman.v5i2.157

Abstract

This study investigates the dynamics between brand activism, consumer perceptions, and brand loyalty in the fast fashion industry in West Java. A diverse sample of 250 consumers provided insights into their perceptions and preferences. The study revealed that most respondents had positive perceptions of brand activism initiatives by fast fashion brands, highlighting its resonance with West Java consumers. Regression analysis confirmed a significant positive relationship between consumer perceptions of brand activism and brand loyalty. This research contributes to understanding the impact of brand activism and underscores its potential to drive brand loyalty in culturally diverse markets.
Co-Authors Andri Ardhiyansyah Aulia Kusuma Wardani Caka Gatot Priambodo Elizabeth Elizabeth Endang Sri Wahyuningsih Errie Margery Erwina Kartika Devi Eva Andriani Eva Yuniarti Utami Feliks Anggia Binsar Kristian Panjaitan Henky Hendrawan Heru Suprihhadi Hisnol Jamali Ilham Arief In’am Widiarma Jefri Putri Nugraha Loso Judijanto Luckhy Natalia Anastasye Lotte Lusiah Lusiah M. Novan Saputra Mega Arisia Dewi Miska Irani Tarigan Muh. Zakaria Ngurah Pandji Mertha Agung Durya Rachmadi Indrapraja Rendro Laksmono Reza Nurul Ichsan Rini Novianti Rudi Kurniawan SETIAWAN JODI, I WAYAN GEDE ANTOK Soni Suharmono Sonny Santosa Suriadi Tribowo Rachmat Fauzan Wiryawan, Dedik Yenik Pujowati