<![CDATA[Based on global retail industry developments in recent years, the fast-fashion industry occupies the top position in attracting consumer buying interest in Indonesia. Meanwhile, ZARA, as one of the leading global brands, holds an important position in market competition within major cities like Surabaya. However, intense competition does not necessarily guarantee instant customer loyalty without adaptive marketing strategy management. Aligned with these conditions, although clothing consumption volume continues to rise, the phenomenon of consumer behavior shifting from traditional channels towards multi-channel integration and demands for brand originality pose real challenges. Therefore, this study examines the determinants of customer loyalty, particularly among consumers of the fast-fashion brand ZARA in Surabaya. The independent variables in this study are Product Quality, Brand Authenticity, and Omni-Channel Strategy. Customer Satisfaction is positioned as a dependent variable as well as a mediating variable that links product quality, brand authenticity, and multi-channel strategies to Customer Loyalty as the ultimate measurement of consumer behavior. Primary data collection was conducted via a survey method using Google Forms with a purposive sampling technique, yielding a sample of 155 respondents. Statistical data analysis to test the hypotheses applied Structural Equation Modeling based on Partial Least Squares (PLS-SEM) using WarpPLS 7.0 software. The research results indicate that all formulated hypotheses are supported with positive and significant direct effects. Specifically, product quality, brand authenticity, and omni-channel strategy each exert a positive and significant direct effect on both customer satisfaction and customer loyalty. Furthermore, customer satisfaction also exhibits a positive and significant direct effect on customer loyalty, while successfully serving as a crucial mediating variable that channels the indirect influences of product quality, brand authenticity, and omni-channel strategy toward customer loyalty. Based on the research results, customer satisfaction plays a crucial role in maintaining fast-fashion consumer loyalty. For this reason, ZARA's retail management needs to continuously consider aspects of brand identity authenticity and the consistency of physical-digital integration (omni-channel strategy) when designing promotion and service strategies to secure future customer retention. Keywords: Product Quality, Brand Authenticity, Omni-Channel, Customer Satisfaction, Customer Loyalty, ZARA]]>
Copyrights © 2026
