Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Riset Bisnis dan Manajemen
Febri Rakhmawati Arsj
Perbanas Institut
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
THE INFLUENCE OF BRAND LOVE ON BRAND LOYALTY ON H&M GLOBAL FASHION BRANDS IN JAKARTA Febri Rakhmawati Arsj
Jurnal Riset Bisnis dan Manajemen Vol. 15 No. 2 (2022): August Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v15i2.5851

Abstract

This study was conducted to observe and test brand love against brand loyalty at the global fashion brand H & M in Jakarta. This research is descriptive quantitative research by distributing questionnaires through the google form platform which is distributed to 115 respondents who live in the city of Jakarta and have made purchases at least twice. The results of this study were analyzed through validity test, reliability test and T test using SPSS as an analytical tool. This study reveals that the brand love variable has a significant positive effect on brand loyalty as seen by the t-count value of 4.431 > 1.984 and a significant value of 0.000 < 0.05. The higher the brand love will be able to increase the intensity of consumers loyal to the brand. the contribution made, namely, H & M is expected to be able to maintain and strengthen brand love (love of brands). This will create intensity that consumers will make regular repeat purchases and will promote them to a wide audience.
Co-Authors