The Effect of Brand Personality, Brand Awareness, Fashion Consciousness on Loyalty Through Satisfaction as An Intervening Variable

Hasnah Rimiyati; Achmad Rizky Avasyah Rahman

doi:10.47134/jbhi.v2i2.499

Authors

Hasnah Rimiyati Universitas Muhammadiyah Yogyakarta
Achmad Rizky Avasyah Rahman Universitas Muhammadiyah Yogyakarta

DOI:

https://doi.org/10.47134/jbhi.v2i2.499

Keywords:

Brand Personality, Brand Awareness, Fashion Consciousness, Loyalty, Satisfaction

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.

References

Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research , 347–356. DOI: https://doi.org/10.1177/002224379703400304

Akin, M. (2017). The Impacts of Brand Personality on Brand Loyalty: A Research on Automobile Brands in Turkey. International Journal of Marketing Studies, 9(2), 134. https://doi.org/10.5539/ijms.v9n2p134 DOI: https://doi.org/10.5539/ijms.v9n2p134

Al Maidah, E., & Komala Sari, D. (2022). Pengaruh Price Discount, Fashion Involvement dan Shopping Lifestyle Terhadap Impulse Buying pada Pengguna Brand Erigo Apparel di Sidoarjo. BALANCE: Economic, Business, Management, and Accounting Journal, XIX(2), 165–174. www.shopee.co.id, DOI: https://doi.org/10.30651/blc.v19i2.13014

Amryyanti, & Ruth. (2013). The Influence of Service Quality, Products, and Price Fairness on Customer Satisfaction and Loyalty at LnC SKIN CARE Singaraja. E-Journal of Economics and Business, Udayana University , 2 (1), 22–29.

Baraba, R., & Anggraeni, ID (2008). The Influence of Motorcycle Brand Equity on Consumer Satisfaction. Journal of Management and Business .

Buyukdag, N. (2021). The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media. Business & Management Studies: An International Journal , 9 (4), 1380–1398. https://doi.org/10.15295/bmij.v9i4.1902 DOI: https://doi.org/10.15295/bmij.v9i4.1902

Dwi, R., Suharyono, Y., & Abdillah, Y. (2015). The Influence of Brand Image on Customer Satisfaction and Customer Loyalty (Survey on Consumers of Dian Pelangi Muslim Fashion Products in Malaysia). Journal of Business Administration (JAB) | Vol , 21 (1). www.dianpelangi.com

Famiyeh, S., Asante-Darko, D., & Kwarteng, A. (2018). Service Quality, Customer Satisfaction, and Loyalty in the Banking Sector: The Moderating Role of Organizational Culture. International Journal of Quality and Reliability Management , 35 (8), 1546–1567. https://doi.org/10.1108/IJQRM-01-2017-0008 DOI: https://doi.org/10.1108/IJQRM-01-2017-0008

Ghozali, I. (2017). Structural Equation Model Concept and Application of AMOS 24 Program . Diponegoro University Publishing Agency.

Gunawan, S., Ratnasari, R., Septiarini, D., Rusmita, S., & Kirana, K. (2020). Customer Satisfaction Between Perceptions of Environment Destination Brand and Behavioural Intention. International Journal of Innovation, Creativity, and Change, 10(12).

Hair, J., Black, B., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate Data Analysis (6th ed.). Prentice Hall.

Hair, J. F., Ringle, C. M., Gudergan, S. P., Fischer, A., Nitzl, C., & Menictas, C. (2019). Partial least squares structural equation modeling-based discrete choice modeling: an illustration in modeling retailer choice. Business Research, 12(1), 115–142. https://doi.org/10.1007/s40685-018-0072-4 DOI: https://doi.org/10.1007/s40685-018-0072-4

Janitra, R., & Tjokrosaputro, M. (2022). The Influence of Brand Experience, Brand Personality, and Brand Satisfaction on Brand Loyalty of Compass Shoe Products on Generation Z in Jakarta. Journal of Managerial and Entrepreneurship , 4 (2), 472–480. DOI: https://doi.org/10.24912/jmk.v4i2.18254

Kaur, H., & Anand, S. (2018). Segmenting Generation Y using the Big Five personality traits: understanding differences in fashion consciousness, status consumption and materialism. Young Consumers , 19 (4), 382–401. https://doi.org/10.1108/YC-03-2018-00788 DOI: https://doi.org/10.1108/YC-03-2018-00788

Kautish, P., & Sharma, R. (2018). Consumer values, fashion consciousness and behavioural intentions in the online fashion retail sector. International Journal of Retail and Distribution Management, 46(10), 894–914. https://doi.org/10.1108/IJRDM-03-2018-0060 DOI: https://doi.org/10.1108/IJRDM-03-2018-0060

Keller, K. L. (2013). Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity (4th ed.). Pearson.

Kesumahati, E., & Novianti, S. (2021). Analysis of the Influence of Brand Identity, Brand Image, Brand Interaction, and Brand Personality on Customer Satisfaction and Its Influence on Repurchase Intention on Local Cosmetic Brands in Batam City. Conference on Business, Social Sciences and Technology , 1 (1). https://journal.uib.ac.id/index.php/conescintech

Kim, J., Park, J., & Glovinsky, P. L. (2018). Customer involvement, fashion consciousness, and loyalty for fast-fashion retailers. Journal of Fashion Marketing and Management , 22 (3), 301–316. https://doi.org/10.1108/JFMM-03-2017-0027 DOI: https://doi.org/10.1108/JFMM-03-2017-0027

Kotler, P., & Keller, K. (2016). Marketing Management (Global Editions).

Kotler, P.T., Keller, K.L., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing Management . Pearson Education.

Laura, N., & Fadella, N. (2022). How Customer Value and Word-Of-Mouth (E-WoM) Affect Customer Satisfaction With Fashion Consciousness as a Moderating Variable. Journal of Business Management , 1 , 242–252. DOI: https://doi.org/10.33096/jmb.v9i2.290

Lengkong, AP, Pio, RJ, & Mangindaan, JV (2021). The Influence of Brand Awareness and Product Quality on Customer Loyalty Through Consumer Satisfaction of HARV Official Clothing in Manado. Journal of Business Administration (JAB , 11 (2), 61–68.

Lertwannawit, A., & Mandhachitara, R. (2012). Interpersonal effects on fashion consciousness and status consumption moderated by materialism in metropolitan men. Journal of Business Research , 65 (10), 1408–1416. https://doi.org/10.1016/j.jbusres.2011.10.006 DOI: https://doi.org/10.1016/j.jbusres.2011.10.006

Mulyanegara, R., & University, S. (2011). The Effects of Consumer Personality on Fashion Consciousness and Prestige Sensitivity. Asia Pacific Advances in Consumer Research , 9 .

Murhadi, WR, & Reski, EC (2022). The Influence of E-Service Quality, Brand Awareness, Trust, Word of Mouth, and Satisfaction on Customer Loyalty at Tiktok Shop. Journal of Asian Business and Economics , 16 (2), 229– 240. DOI: https://doi.org/10.32815/jibeka.v16i2.471

Nam, J., Hamlin, R., Gam, H.J., Kang, J.H., Kim, J., Kumphai, P., Starr, C., & Richards, L. (2007). The Fashion-Conscious Behaviors of Mature Female Consumers. International Journal of Consumer Studies , 31 (1), 102–108. https://doi.org/10.1111/j.1470-6431.2006.00497.x DOI: https://doi.org/10.1111/j.1470-6431.2006.00497.x

Nurizka, R., & Rahmi, T. (2016). The Relationship Between Brand Awareness and Consumer Loyalty of Honda Motorcycle Users. RAP UNP Journal , 7 (1), 67–77.

Oktadiani, OD, & Laily, N. (2020). The Influence of Product Quality and Brand Image on Customer Loyalty and Customer Satisfaction at Fast Fashion Uniqlo at Tunjangan Plaza Mall. Journal of Management Science and Research , 9 (1).

Oliver, R.L. (1999). When is Consumer Loyalty? Journal of Marketing , 63 , 33–44. DOI: https://doi.org/10.2307/1252099

Ong, K.S., Nguyen, B., & Syed Alwi, SF (2017). Consumer-based virtual brand personality (CBVBP), customer satisfaction and brand loyalty in the online banking industry. International Journal of Bank Marketing , 35 (3), 370–390. https://doi.org/10.1108/IJBM-04-2016-0054 DOI: https://doi.org/10.1108/IJBM-04-2016-0054

Palilati, A. (2007). The Influence of Customer Satisfaction Value on Customer Loyalty of Banking Savings in South Sulawesi. Journal of Management and Entrepreneurship , 9 (1), 73–81.

Pangestika, EL, & Hidayati, R. (2020). Analysis of the Influence of Brand Awareness and Perceived Quality on Customer Loyalty Through Customer Satisfaction as an Intervening Variable. Diponegoro Journal of Management , 9 (4), 1–14. http://ejournal-s1.undip.ac.id/index.php/dbr

Pratama, H., & Suprapto, B. (2017). The Effect of Brand Image, Price, and Brand Awareness on Brand Loyalty: The Rule of Customer Satisfaction as a Mediating Variable. Global Journal of Business and Social Science Review , 52–57. www.gatrenterprise.com/GATRJournals/index.html DOI: https://doi.org/10.35609/gjbssr.2017.5.2(9)

Putri, RF, Fitriani, EW, & Sartika, H. (2022). Marketing Strategy Analysis of Erigo Store, an Indonesian Local Fashion Brand that is Global. Accounting, Business, and Finance , 2 (5), 213–220. https://transpublika.co.id/ojs/index.php/Transekonomika DOI: https://doi.org/10.55047/transekonomika.v2i5.185

Rahmat, & Marso. (2020). The Relationship Between Brand Experience, Brand Image, Brand Satisfaction, and Brand Loyalty in the Perspective of the Four-Stage Loyalty Model. Journal of Marketing Management , 14 (1), 17–24. https://doi.org/10.9744/pemasaran.14.1.17─24 DOI: https://doi.org/10.9744/pemasaran.14.1.17-24

Ramadhan, AG, & Santosa, SB (2017). Analysis of the Influence of Product Quality, Service Quality, and Brand Image on Repurchase Interest in Nike Running Shoes in Semarang through Customer Satisfaction as an Intervening Variable. Diponegoro Journal of Management , 6 (1), 1–12. http://ejournal-s1.undip.ac.id/index.php/management

Sasmita, J., & Mohd Suki, N. (2015). Young consumers' insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail and Distribution Management , 43 (3), 276–292. https://doi.org/10.1108/IJRDM-02-2014-0024 DOI: https://doi.org/10.1108/IJRDM-02-2014-0024

Sasono, E., Ernawati, FY, & Wijaya, FH (2023). Analysis of the Influence of Brand Trust, Brand Personality and Customer Satisfaction on Customer Loyalty of HNI HPAI Olive Oil in the Community of Jomblang Village, Candisari District, Semarang. STIE Semarang Journal , 15 (2), 121–136. DOI: https://doi.org/10.33747/stiesmg.v15i2.619

Sekaran, U., & Bougie, R. (2017). Research Methods for Business: A Skill Development Approach (6th ed.). Salemba Empat.

Shabbir, SA, & Arman. (2020). Impact of Service Quality and Brand Image On Brand Loyalty: The Mediating Role of Customer Satisfaction. Eurasian Journal of Social Sciences , 8 (2), 75–84. https://doi.org/10.15604/ejss.2020.08.02.004 DOI: https://doi.org/10.15604/ejss.2020.08.02.004

Sitorus, SA, Romli, NA, Tingga, CP, Sukanteri, NP, Gheta, APK, Wardhana, A., Nugraha, KSW, Hendrayani, E., Susanto, PC, Primasanti, Y., & Ulfah, M. (2022 ). Brand Image and Brand Awareness. In A. Sudirman (Ed.), Brand Marketing: The Art of Branding (pp. 105–119). Indonesian Science Media.

Soesilopranoto, KS (2019). The Influence of Brand Awareness, Perceived Quality and Brand Personality on Uniqlo Brand Loyalty in Surabaya. Journal of Marketing Strategy , 6 (2).

Su, J., & Chang, A. (2018). Factors affecting college students' brand loyalty toward fast fashion: A consumer-based brand equity approach. International Journal of Retail and Distribution Management , 46 (1), 90–107. https://doi.org/10.1108/IJRDM-01-2016-0015 DOI: https://doi.org/10.1108/IJRDM-01-2016-0015

Surya, IP, Wijaya, A., & Nurcaya, N. (2017). Customer Satisfaction Mediates Product Quality and Price Fairness on McDonalds Brand Loyalty in Denpasar City. E-Journal of Management Unud , 6 (3), 1534–1563.

Tjiptono, F. (2005). Brand Management & Strategy . Yogyakarta : Andi, 2005.

Yasri, Rahmiati, & Sylvia Devi. (2014). The Influence of Brand Community and Brand Personality on Brand Loyalty. Journal of Business Management Studies , 3 (1).

Zaim, H. (2010). Service Quality And Determinants Of Customer Satisfaction In Hospitals: Turkish Experience. In International Business & Economics Research Journal-May (Vol. 9). DOI: https://doi.org/10.19030/iber.v9i5.8145

Zukhrufani, A., & Ratnasari, RT (2022). The Influence of Brand Personality, Brand Awareness, Fashion Consciousness, and Satisfaction as Intervening Variables On Muslim Fashion Product Loyalty in Indonesia. Journal of Economics, Business and Entrepreneurship (JEBIK) , 11 (1), 1–14. https://doi.org/10.26418/jebik.v11i1.50406