Pengaruh Brand Trust, Hedonic Value, dan Brand Image Terhadap Brand Love pada Konsumen Zara di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Arif, Fayed Naufal
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-06-24 07:27:49
Abstract :
As time goes by, developments in the fashion industry continue to change from year to year. However, research on retail stores in Indonesia is still limited, especially in Surabaya. This research aims to examine the influence of brand trust, hedonic value, and brand image on brand love among Zara consumers in Surabaya. A survey was conducted to assess the relationship between these variables in the context of Zara retail stores in Surabaya, Indonesia. This research uses primary data by distributing questionnaires online. There were 155 respondents who participated in filling out this survey. The sampling technique uses purposive sampling and the data analysis technique uses statistical testing tools with SEM-PLS software. The results of this research state that brand trust influences brand love; Hedonic Value has a significant effect on brand love; and brand image has a significant effect on brand love. Keywords : Brand Trust, Hedonic Value, Brand Image, and Brand Love.
As time goes by, developments in the fashion industry continue to change from year to year. However, research on retail stores in Indonesia is still limited, especially in Surabaya. This research aims to examine the influence of brand trust, hedonic value, and brand image on brand love among Zara consumers in Surabaya. A survey was conducted to assess the relationship between these variables in the context of Zara retail stores in Surabaya, Indonesia. This research uses primary data by distributing questionnaires online. There were 155 respondents who participated in filling out this survey. The sampling technique uses purposive sampling and the data analysis technique uses statistical testing tools with SEM-PLS software. The results of this research state that brand trust influences brand love; Hedonic Value has a significant effect on brand love; and brand image has a significant effect on brand love. Keywords : Brand Trust, Hedonic Value, Brand Image, and Brand Love.
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