Aisyah, Hani Nur (2019) Determinan Loyalitas Merek Produk Fast Fashion Studi Kasus: Generasi Milenial di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Banyaknya perusahaan di industri fashion menyebabkan tingginya persaingan yang ada dalam industri ini khususnya fast fashion. Perusahaan yang memiliki merek fast fashion harus sigap dalam setiap pergantian koleksi pakaian, mereka harus dapat mengetahui keinginan selera pelanggan agar konsumen mereka tidak beralih ke merek lainnya. Tutupnya toko H&M di beberapa kota dan turunnya tingkat penjualan dari merek Zara dibandingkan 4 tahun terakhir, menandakan masih adanya ketidaksesuaian antara strategi pemasaran yang diterapkan merek-merek fast fashion dengan keinginan konsumen. Beberapa cara yang dapat dilakukan untuk meningkatkan penjualan adalah dengan memiliki pelanggan yang loyal, ketika pelanggan loyal pada suatu merek mereka memiliki persentase lebih tinggi untuk membeli kembali. Produk dari merek fast fashion sangat dekat dengan anak muda, dikarenakan harganya yang terjangkau dan banyaknya model pakaian yang dimiliki, sehingga generasi milenial di Indonesia akan menjadi objek dari penelitian ini. Generasi milenial juga dianggap konsumtif dibandingkan dengan generasi lain. Namun, generasi milenial itu sendiri dianggap tidak loyal oleh para pemain di industri ritel. Untuk mengetahui faktor yang mempengaruhi loyalitas merek fast fashion generasi milenial secara signifikan, maka penelitian ini akan menggunakan model Customer-Based Brand Equity (CBBE) dan menggunakan metode analisis Structural Equation Modelling (SEM). Kuesioner disebarkan melalui Google Form dan diperoleh 526 responden dari generasi milenial di Indonesia. Dari penelitian ini didapatkan hasil bahwa faktor-faktor yang memengaruhi loyalitas merek fast fashion generasi milenial secara signifikan adalah kesadaran merek, persepsi kualitas, persepsi nilai, dan keunikan merek. Hasil dari penelitian ini dapat digunakan oleh pemasar merek fast fashion untuk dapat meningkatkan penjualannya dan bertahan dalam tingginya persaingan di industri fast fashion.
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The high level of competitiveness in fashion industry due to the high amount of company in it, is unavoidable. Especially for companies that have fast fashion brands, they have to be quick on adapting to the new collection. They have to know what the customers want and make sure they’re not leaving them for other brands. H&M has to shut down its retail stores in some cities, also, Zara has the lowest growth of sales compared to the past 4 years, these show that they can’t satisfied their customers. Several ways to generate more sales are by having and creating loyal customers, when the customers are loyal to a certain brand they have higher percentage of repurchasing. Fast fashion brands are close to the millennials because of the low prices and the type of clothes the brands offer. Millennials also considered more consumptive than other generations, but, according to players in the retail industry millennials are not loyal, hence, the millennials in Indonesia will be the object of this research. To know the most significant determinants that affect brand loyalty, this research will use Customer-Based Brand Equity (CBBE) model and use Structural Equation Modelling (SEM) for the analysis method. The questionnaire were shared through Google Form and 526 respondents were collected from millennials in Indonesia. From this research, found the factors that affect brand loyalty of fast fashion brands for millennials significantly are brand awareness, perceived quality, perceived value, and brand uniqueness. The results can be used for fast fashion brands marketer to gain more sales and survive the high competition in fast fashion industry.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.834 2 Ais d-1 |
| Uncontrolled Keywords: | Customer-Based Brand Equity, Fast fashion, Generasi milenial, Loyalitas merek |
| Subjects: | H Social Sciences > HA Statistics > HA31.3 Regression. Correlation. Logistic regression analysis. H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Hani Nur Aisyah |
| Date Deposited: | 27 Mar 2025 06:47 |
| Last Modified: | 27 Mar 2025 06:47 |
| URI: | http://repository.its.ac.id/id/eprint/67886 |
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