Hasil Pencarian  ::  Simpan CSV :: Kembali

Abstrak :
Penelitian ini bertujuan untuk mengetahui loyalitas merek konsumen Indonesia produk pakaian olahraga dari perspektif kesesuaian diri. Survei dengan itu didistribusikan melalui formulir online yang dilakukan dari Jakarta untuk mengumpulkan data untuk pembelajaran ini. Metode Structural Equation Modeling (SEM) digunakan untuk menguji hipotesis. Hasil SEM menunjukkan bahwa terdapat pengaruh yang signifikan antara kesesuaian diri merek dengan asosiasi merek konsumen dan persepsi kualitas, sikap loyalitas merek, dan perilaku loyalitas merek. Padahal yang dihadirkan adalah sikap loyalitas merek tidak mewakili loyalitas merek perilaku. Penelitian ini berkontribusi pada penelitian yang berkembang tentang perspektif kesesuaian diri terhadap loyalitas merek secara empiris menegaskan pengaruh tidak langsung dari kesesuaian merek terhadap loyalitas merek melalui efek mediasi dari asosiasi merek dan kualitas yang dipersepsikan dalam konteks pasar pakaian olahraga Indonesia yang sedang tumbuh. ......This study aims to determine the brand loyalty of Indonesian consumers sportswear products from a self-conformity perspective. A survey with it distributed via an online form carried out from Jakarta to collect data for this learn. The Structural Equation Modeling (SEM) method was used to test hypothesis. SEM results show that there is a significant influence between brand self-congruity and consumer brand associations and quality perceptions, brand loyalty attitudes, and brand loyalty behavior. Although what is presented is an attitude of brand loyalty does not represent behavioral brand loyalty. This study contributes to the growing research on self-conformity perspectives brand loyalty empirically confirms the indirect effect of brand conformity on brand loyalty through the mediating effects of brand association and perceived quality in the context of the growing Indonesian sportswear market.

Abstrak :
This book analyses the importance of consumer behaviour in sustainable fashion and consumption. Consumer behaviour plays a major role in sustainability, and when it comes to textile products, a number of studies have shown that for certain product categories, consumer behaviour during use and disposal stages influences the entire life cycle impacts of the product more than the raw material and manufacturing stages. However green the production, the overall sustainability of a product depends on the consumers who use and dispose of it.