<![CDATA[Fashion has become an important part of everyday appearance and lifestyle. It is not limited to clothing, but also includes various functional items combined with sophisticated and unique design elements that can enhance one’s look. One of the rapidly growing industries in the fast fashion category is the H&M brand. This brand has become widely known worldwide for offering trendy fashion products at relatively affordable prices. H&M has become the top choice for many consumers who seek stylish clothing at competitive prices. This study uses Consumer Behavior theory to analyze the factors that influence customer loyalty toward H&M clothing products. The population of this study consists of customers who purchase H&M clothing, with a sample size of 120 people obtained through purposive sampling technique. Data were collected using a questionnaire distributed to respondents who had previously purchased H&M products. Data analysis was conducted using classical assumption tests, multiple regression analysis, t-tests, and f-tests to examine the relationship between brand image, price perception, customer satisfaction, and customer loyalty. The results of the study show that brand image, price perception, and customer satisfaction have a positive and significant impact on customer loyalty both partially and simultaneously. A strong brand image can build an emotional connection with customers, while price perception that aligns with the value felt by customers can enhance their satisfaction. Furthermore, high customer satisfaction can strengthen their loyalty to the H&M brand. The implication of this research is that companies, by understanding consumer behavior theory, can more effectively build a strong brand image, set prices that match perceived value, and increase customer satisfaction. This will create sustainable loyalty, which is essential for the survival of businesses in the competitive fashion industry.]]>
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