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All Journal JAM : Jurnal Aplikasi Manajemen IJBE (Integrated Journal of Business and Economics)
Pranoto, Danu Eko
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Humanities Decision Sciences, Operations Research & Management Social Sciences

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From Sustainability Practice, Lovemark, Engagement, to Fast Fashion Loyalty Stage: Gender as Moderation Pranoto, Danu Eko; Hussein, Ananda Sabil; Suryadi, Nanang; Wu, Hung-Che
Jurnal Aplikasi Manajemen Vol. 23 No. 2 (2025)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2025.023.2.10

Abstract

Changes in consumer behavior that prioritize the sustainability agenda have challenged the fast fashion sector to grow without becoming enemies of the environment while maintaining their loyal customers. Therefore, this study aims to increase fast fashion brand loyalty through perceived sustainable marketing, with the mediation of brand love, brand respect, brand engagement in self-concept, and gender moderation. Data were collected through a survey method using questionnaires, and 260 respondents were obtained. The data were analyzed using SEM-PLS. The results demonstrate that perceived sustainable marketing is a precursor to love, respect, engagement, and loyalty. Brand loyalty is influenced by brand respect and engagement, but not by brand love. Moreover, brand engagement is influenced by brand love and respect. Theoretically, this study describes a brand-customer relationship model, from perceived sustainability to the loyalty stage. Unfortunately, gender cannot moderate that relationship. However, practically, this study shows that fast fashion marketers should consider women more likely to consider sustainability campaigns important in influencing the loyalty they give to brands, compared to men.
Do Indonesians Prioritize Sustainability When Giving Their Loyalty to Fast Fashion? Pranoto, Danu Eko; Hussein, Ananda Sabil; Suryadi, Nanang; Wu, Hung-Che
Integrated Journal of Business and Economics (IJBE) Vol 10, No 1 (2026): Integrated Journal of Business and Economics
Publisher : Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/ijbe.v10i1.1159

Abstract

Fast fashion brands need to increase the need for more ethical alternatives as a substitute for their products that are considered environmentally damaging so that their brand loyalty can increase. Therefore, this study proves the effect of brand love on brand loyalty, with the mediation of customer engagement and moderation of perceived sustainable marketing on the relationship. This study involved 260 respondents obtained through purposive sampling to analyze their answers using the SEM-PLS approach. The results indicate that even though customers already have brand love, it is not enough to make them loyal to the brand. This is because deeper feelings are needed by creating customer engagement first before reaching the loyalty phase. Theoretically, this study confirms that customer engagement plays a full role as a mediator in the relationship between brand love and brand loyalty. Interestingly, it turns out that perceived sustainable marketing does not play a role in moderating the relationship between brand love and brand loyalty. Practically, this study shows that Indonesians don’t really consider sustainability campaigns carried out by fast fashion brands to generate their brand loyalty.
Co-Authors Ananda Sabil Hussein Nanang Suryadi Wu, Hung-Che