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INDONESIA
Journal of Business and Halal Industry
Published by Indonesian Journal Publisher
ISSN : -     EISSN : 30264324     DOI : https://doi.org/10.47134/jbhi
Core Subject : Economy,
Economics, Econometrics & Finance
Journal of Business and Halal Industry (3026-4324) publishes original research that examines the economic, social, and religious dimensions of business and halal industry. The journals scope includes a wide range of topics, such as: The theory and practice of halal business. The legal and regulatory framework for halal business. The economic and social impact of halal business. The management and governance of halal business The role of halal business in sustainable development. The journal welcomes submissions from a wide range of disciplines, including economics, business administration, management, and Islamic studies. The journal is committed to publishing high-quality research that is relevant to policymakers, academics, and the general public.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 1 Documents
 1 
Search results for , issue "Vol. 2 No. 2 (2024): December" : 1 Documents clear
The Effect of Brand Personality, Brand Awareness, Fashion Consciousness on Loyalty Through Satisfaction as An Intervening Variable Rimiyati, Hasnah; Rizky Avasyah Rahman, Achmad
Journal of Business and Halal Industry Vol. 2 No. 2 (2024): December
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jbhi.v2i2.499

Abstract

This study aims to analyze the influence of Brand Personality, Brand Awareness, and Fashion Consciousness on Loyalty through Satisfaction as an intervening variable (Study on Consumers of Erigo Fashion Products in Yogyakarta). The subjects in this study were users of Erigo fashion products in Yogyakarta. This research method is quantitative, with data collected through online questionnaires and the variable measurement scale applied to the Likert scale. The type of data used in this study is primary data. In this study, the number of samples was 190 respondents collected using the non-probability sampling method with a purposive sampling technique with the characteristics of Erigo fashion product customers in Yogyakarta with purchases more than 1 time in the last 6 months and a minimum age of 17 years. The analysis tool used is SEM assisted by AMOS 18. Based on the analysis that has been done, the results obtained are that Brand Personality has a positive and significant effect on Satisfaction, Brand Awareness has a positive and significant effect on Satisfaction, Fashion Consciousness has a positive and significant effect on Satisfaction, Satisfaction has a positive and significant effect on Loyalty, Brand Personality does not have a positive effect on Loyalty, Brand Awareness has a positive and significant effect on Loyalty, Fashion Consciousness has a positive and significant effect on Loyalty, Brand Personality has a positive and significant effect on Loyalty mediated by Satisfaction, Brand Awareness has a positive and significant effect on Loyalty mediated by Satisfaction, and Fashion Consciousness has a positive and significant effect on Loyalty mediated by Satisfaction.

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