PENGARUH BRAND PERSONALITY DAN BRAND LOYALTY TERHADAP KEPUTUSAN PEMBELIAN MEREK FASHION INDONESIA ERIGO STORE DI SURABAYA

Ainur Rosi; Yurilla Endah Muliatie

Ainur Rosi Universitas Wijaya Putra
Yurilla Endah Muliatie Universitas Wijaya Putra

Keywords: Brand personality, brand loyality, keputusan pembeli

Abstract

The Effects of Brand Personality and Brand Loyalty on Purchasing Decisions of Fashion Brands in Indonesia Erigo Store Surabaya, 2023.This study aims to identify the effect of brand personality and brand loyalty on purchasing decisions for the Indonesian fashion brand Erigo Store. The method used in this study is a quantitative method with multiple linear regression analysis techniques. This research was conducted on respondents who have experience in using Indonesian Erigo Store fashion products.Data was collected using a questionnaire distributed via social media. The sample used in this study was 100 respondents. The data obtained was then processed and analyzed using SPSS software version 25. The results showed that brand personality and loyalty significantly influence purchasing decisions for the Indonesian fashion brand Erigo Store. In addition, the results of the analysis show that the dimension of brand personality that has the most influence on purchasing decisions is the dimension of sincerity, while the dimension of brand loyalty that has the most influence is the indicator of brand trust.This research has an essential contribution to Erigo Store in developing its brand and increasing customer satisfaction. The results of this study can also be a reference for future researchers in developing research in the field of brand marketing.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Amanah, R. H., & Damastuti, R. (2022). Pengaruh Brand Personality terhadap Keputusan Pembelian dan Minat Beli sebagai Variabel Intervening pada Produk Kosmetik Somethinc. Jurnal Komunikasi Universal, 4(2), 148-163.
Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management: An International Journal, 23(1), 30-47.
Chaudhuri, A., & Holbrook, M. B. (2018). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93, April.
Goyal, A., & Verma, P. (2022). The relationship between brand engagement, brand loyalty, overall brand equity and purchase intention. Journal of Strategic Marketing, 1-15.
Gunarsih, C. M., Kalangi, J. A., & Tamengkel, L. F. (2021). Pengaruh harga terhadap keputusan pembelian konsumen di Toko Pelita Jaya Buyungon Amurang. Productivity, 2(1), 69-72, Maret.
Hasian, A. G., & Pramuditha, C. A. (2022). Pengaruh Brand Ambassador, Brand Awareness, Brand Image, Dan Brand Loyalty Terhadap Keputusan Pembelian Smartphone Samsung Di Palembang (Studi Kasus Pada Masyarakat Kota Palembang). Publikasi Riset Mahasiswa Manajemen, 3(2), 115-121.
Herdianti, R. D. T., & Nurhadi, N. (2021). Pengaruh Kepribadian Merek dan Kepercayaan Merek Terhadap Loyalitas Merek pada Pelanggan Mcdonald’s di Surabaya. Jurnal Ekonomi dan Bisnis Dharma Andalas, 23(2), 349-360, Juli.
Irwansyah, R., et al. (2021). Perilaku Konsumen. Bandung: Widina Bhakti Persada.
Kodrat, D. S. (2020). Manajemen Merek dan Strategi E-Commerce: Pendekatan Praktis. Prenada Media
Kurniawan, I. S., Ningrum, N. K., Kusumawardani, R., & Kusuma, N. T. (2019). Penguatan loyalitas merek: peran dari kepribadian merek. Derivatif: Jurnal Manajemen, 13(2), November.
Laksamana, P. (2018). Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry. International Review of Management and Marketing, Econjournals, 8 (1), 13-18, Januari.
Luo, J., Huang, S., & Wang, R. (2021). A fine-grained sentiment analysis of online guest reviews of economy hotels in China. Journal of Hospitality Marketing & Management, 30(1), 71-95.
Melero, I., Sese, F. J., & Verhoef, P. C. (2016). Recasting the customer experience in today's omni-channel environment. Universia Business Review, 50, 18-37, DOI: 10.3232/UBR.2016.V13.N2.01.
Sinambela, E. A. & Mardikaningsih, R. (2022). Loyalitas Merek Milo Ditinjau dari Kualitas Produk dan Brand Image. Jurnal Simki Economic, 5(2), 155-164, April.
Suntoro, W., & Silintowe, Y. B. R. (2020). Analisis pengaruh pengalaman merek, kepercayaan merek, dan kepuasan merek terhadap loyalitas merek. Modus, 32(1), 25-41, Februari.
Tsabitah, N., & Anggraeni, R. (2021). The Effect of Brand Image, Brand Personality and Brand Awareness on Purchase Intention of Local Fashion Brand “This Is April”. KINERJA, 25(2), 234-250.
Zusrony, E. (2021). Perilaku Konsumen Di Era Modern. Semarang: Penerbit Yayasan Prima Agus Teknik