Jurnal Bisnisman : Riset Bisnis dan Manajemen
Vol 5 No 2 (2023): Jurnal Bisnisman : Riset Bisnis dan Manajemen

Pengaruh Brand Activism, Persepsi Konsumen Terhadap Loyalitas Merek: Analisis dalam Konteks Industri Fast Fashion di Jawa Barat

Sulistyo Budi Utomo (Sekolah Tinggi Ilmu Ekonomi Indonesia Surabaya)
Eva Yuniarti Utami (Universitas Sebelas Maret)
Andri Ardhiyansyah (Universitas Nusa Putra)

Article Info

Publish Date
29 Sep 2023

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.

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Journal Info
Jurnal Bisnisman : Riset Bisnis dan Manajemen
Website

Abbrev

bisnisman

Publisher

Universitas Nusa Putra

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Bisnis dan Manajemen (BISNISMAN) ini diterbitkan oleh Program Studi Manajemen Universitas Nusa Putra, sebagai jurnal yang terbit setiap empat bulanan yang fokus menyajikan tulisan-tulisan tentang bisnis, manajemen dan kewirausahaan. Jurnal ini berisi artikel-artikel penelitian atau ...