INDUSTRI FASHION: MODEL PEMBENTUKAN LOYALITAS KONSUMEN MELALUI BISNIS DIGITAL DENGAN INOVASI - Yusuf, Hardianti; Ilyas, Muhammad; Erwin, Erwin; Imam, Muh Abdi; Almahdy, Andi Muh; Maharani, Intan; Khaerunnisa, Khaerunnisa; Jasnur, Avrilia; Rostiani, Winda (Faculty of Business and Economics Universitas Atma Jaya Yogyakarta, 2025)
This research aims to analyze the model for forming consumer loyalty through digital business with innovation. This research used quantitative methods with accidental sampling techniques so that 101 people were obtained as samples. Data were analyzed using the Structual Equation Model Partial Least Square (SEM PLS) method. The research results show that digital business does not have a positive effect on consumer loyalty, but digital business has a positive effect on innovation, and innovation has a significant effect on consumer loyalty. Other findings show that digital business has a positive effect on consumer loyalty which is mediated by innovation. This research contributes to the understanding of digital business and innovation influencing consumer loyalty in the fashion industry. The results can be used as a reference for the fashion industry to increase consumer loyalty through the application of digital technology and innovation. Keywords: consumer loyalty; digital business; innovation. Penelitian ini bertujuan menganalisis model pembentukkan loyalitas konsumen melalui bisnis digital dengan inovasi. Penelitian ini menggunakan metode kuantitatif dengan teknik aksidental sampling sehingga diperoleh 101 orang sebagai sampel. Data dianalisis menggunakan metode Structual Equation Model Partial Least Square (SEM PLS). Hasil penelitian menunjukkan bahwa bisnis digital tidak berpengaruh positif terhadap loyalitas konsumen, namun bisnis digital berpengaruh positif terhadap inovasi, dan inovasi berpengaruh secara signifikan terhadap loyalitas konsumen, temuan lainnya menunjukkan bahwa bisnis digital berpengaruh positif terhadap loyalitas konsumen yang dimediasi oleh inovasi. Penelitian ini memberikan kontribusi dalam pemahaman tentang bisnis digital dan inovasi mempengaruhi loyalitas konsumen di industri fashion. Hasilnya dapat dijadikan acuan bagi industri fashion untuk meningkatkan loyalitas konsumen melalui penerapan teknologi digital dan inovasi. Kata kunci: loyalitas konsumen; bisnis digital; inovasi.