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All Journal Kinerja: Jurnal Ekonomi dan Manajemen Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi JURNAL MANAJEMEN Jurnal Inovasi Bisnis (Inovbiz) EBSJ International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Abdidas Journal of Social Science Indonesian Journal of Engagement, Community Services, Empowerment and Development (IJECSED) International Journal of Humanities Education and Social Sciences Jurnal Ilmu Manajemen Mulawarman (JIMM) Journal of Social Science International Journal of Multidisciplinary Approach Research and Science Journal of Community Service and Society Empowerment IIJSE Hut Publication Business and Management Nomico Asian Journal of Management, Entrepreneurship and Social Science FORUM EKONOMI: Jurnal Ekonomi, Manajemen dan Akuntansi
Doddy Adhimursandi
Universitas Mulawarman
Religion Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics Public Health Social Sciences Other

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The Influence of Brand Love and Brand Image on Brand Loyalty and Willingness to Pay a Premium Price Among Buttonscarves Hijab Users Putri, Andina Fitriasiska; Rahmawati, Rahmawati; Adhimursandi, Doddy
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.9149

Abstract

The development of premium Muslim fashion trends has attracted consumers' attention to premium hijab brands, including Buttonscarves, which is known for building emotional closeness and a positive image among its users. This situation has created a need to understand the role of consumer psychological factors in determining their behavior towards premium products. In an effort to understand this phenomenon, research was conducted to determine the extent to which brand love and brand image can influence customer loyalty and their willingness to pay higher prices. The method used was a quantitative approach through a survey of 150 Buttonscarves users, which was then analyzed with SEM to see the relationship between variables simultaneously. The results of the study provide evidence that the higher the level of love and positive image towards the brand, the greater the consumer loyalty and their willingness to accept premium prices. Although loyalty does not directly encourage consumers to pay more, loyalty still acts as a mediating channel that strengthens the influence of brand love and image on premium behavior. Thus, this study emphasizes that branding strategies that foster emotional bonds and positive perceptions are crucial for premium brands like Buttonscarves to maintain their competitive edge and market value.
Co-Authors Aan Fahrizal Abdul Rauf Agung Wicaksono Ahmad, Afan Anaya Astylia Anis Rachma Utary Anis Rachma Utary Anis Rachma Utary Ardhi Prasetyo Ardi Paminto Arief Edy Wianto Ariesta Heksarini Asnawati Asnawati Dela Farah Diba Devi Astuti Dewi Septiani Dini Annisa Humaira Dirga Lestari Djoko Setyadi Dody Paringga Dwi Yunianto Fajri, Muhammad Luthfi Fany Guswati Febryany Felisitas Defung Firlianzo, Muhammad Freddy Tumbuan Pasaribu Gusti Noorlitaria Achmad Hadi Wardoyo Halida, Baraqbah Haribowo, Rio Hasnidar Hasnidar Heksarini, Ariesta Hendra Hendra Herliana Rosalin Herliana Rosalin Herning Indriastuti Husniati, Nur INDAH PURNAMASARI Indah Purnamasari Indah Purnamasari Justina Ade Judiani Justina Ade Judiarni Juwita Puspita Sari Komariah Komariah Kuleh, Yohanes M. Alda Saputra Maryam Nadir Maryam Nadir Michael Hadjaat Muhammad Herru Hendrawan Musdalifah Azis Nikita Sari Nur Husniati Nursyifa, Anida Paschal Muhammad Reza Pramesti Wijaya, Alma Argriphi Ardhia Prof. Dr. Sukisno S. Riadi Putri, Andina Fitriasiska Putri, Diny Ayu Ermalia Rahmat Efendi Rahmawati, Rahmawati Renhart Purba Rio Andika pratama Ririn Novianti Risna Fariha Damayanti Rizky Yudaruddin Sampeliling, Alexander Santri Fitriani SAYID MOHAMMAD HANAFIAH Septiyadi Wardani Siti Amalia Siti Maria Siti Maria Sri Mintarti Sukisno S. Riadi Sukisno S. Riadi Sukisno S. Riadi Taufiqur Rahman Tengku Fahri Farisan Widi Hariyanti Yonathan Pongtuluran Yonathan Pongtuluran Yonathan Pongtuluran Yunianto, Dwi Zainal Abidin Zainal Abidin Zainal Ilmi Zainal Ilmi