<![CDATA[This research purposes to evaluate the influence created by brand value, product quality, and consumers complacency on consumers’ fidelity directly and indirectly thru complacency. Then the populace sample used as a reference in this subject was 100 respondents using a sampling technique, namely Purposive Sampling with the criteria of consumers aged 17 years and over and following Instagram @msglow_dee. Data analysis using Path Analysis technique (Path Analysis). The analysis results show that brand value and product quality positively and prominently affect complacency. Results show that brand value has a positive and prominent influence on consumers' fidelity. Product quality has a positive and prominent effect on consumers’ fidelity, and brand value product quality positively and prominently impacts consumers’ fidelity thru complacency. Keywords: Brand Value, Product Quality, Consumers Fidelity, Consumers Complacency.]]>
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