Pengaruh Sensory Brand Experience (Visual & Tactile) Terhadap Brand Loyalty Pada Konsumen Perempuan Di Industri Fast Fashion Kota Surabaya

Aulia, Azhyra Dinda (2025) Pengaruh Sensory Brand Experience (Visual & Tactile) Terhadap Brand Loyalty Pada Konsumen Perempuan Di Industri Fast Fashion Kota Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri fast fashion di Indonesia menghadapi tantangan dalam membangun loyalitas pelanggan, khususnya di tengah persaingan yang ketat dan perubahan preferensi konsumen yang cepat. Penelitian ini bertujuan untuk menganalisis pengaruh visual experience dan tactile experience terhadap brand loyalty, baik secara langsung maupun melalui peran mediasi dari brand attitude dan brand-self connection. Penelitian ini menggunakan pendekatan kuantitatif dengan metode explanatory research, dan data dikumpulkan melalui kuesioner online kepada 160 responden perempuan berusia 17–35 tahun yang berdomisili di Surabaya dan telah melakukan pembelian langsung di lima brand fast fashion global dalam enam bulan terakhir. Teknik analisis menggunakan Partial Least Squares - Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa visual experience dan tactile experience berpengaruh signifikan terhadap brand attitude dan brand-self connection. Brand attitude dan brand-self connection terbukti berpengaruh signifikan terhadap brand loyalty. Brand attitude memiliki peran mediasi yang lebih kuat dibandingkan brand-self connection dalam hubungan antara visual experience dan tactile experience dengan brand loyalty. Secara langsung, baik tactile experience maupun visual experience terbukti memberikan pengaruh positif dan signifikan terhadap loyalitas merek, dengan tactile experience menunjukkan pengaruh yang lebih dominan. Penelitian ini memberikan kontribusi teoritis dalam pengembangan konsep sensory marketing dengan fokus pada dimensi visual dan tactile, serta implikasi praktis bagi pelaku industri dalam merancang strategi pemasaran yang lebih emosional dan berorientasi pada konsumen.
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The dynamic landscape of the fast fashion industry in Indonesia presents a significant challenge for companies seeking to cultivate customer loyalty amidst intense competition and evolving consumer preferences. Within this context, brand experience emerges as a critical factor in fostering emotional attachment and consumer loyalty. This research focuses on several global fast fashion brands with a comparatively longer product life cycle as specific objects of study, selected based on the strategic relevance of their implementation of sensory marketing, encompassing visual and tactile experiences, within the Indonesian market, particularly in the city of Surabaya. The primary objective of this study is to analyze how visual and tactile experiences can influence brand loyalty, both directly and indirectly, through the mediating roles of brand attitude and brand-self connection. This research employs a quantitative approach utilizing an explanatory research method. Data were collected through questionnaires distributed via Google Forms to 160 female respondents aged 17–35 years residing in Surabaya who had made direct purchases from the selected fast fashion brands within the preceding six months. Data analysis was conducted using Partial Least Squares - Structural Equation Modeling (PLS-SEM) to assess validity, reliability, and both direct and mediating relationships among the variables. This research is expected to provide a conceptual contribution to the development of brand experience strategies, particularly by leveraging relevant sensory elements, as well as practical implications for fast fashion industry stakeholders in building consumer loyalty within the local market.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand Attitude, Brand Loyalty, Brand-Self Connection, Tactile Experience, Visual Experience
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Azhyra Dinda Aulia
Date Deposited:	28 Jul 2025 06:08
Last Modified:	28 Jul 2025 06:08
URI:	http://repository.its.ac.id/id/eprint/122029

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