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Consumer Brand Loyalty of Fast Fashion Brands of Young Consumers in Indonesia

机译：印度尼西亚年轻消费者快速时尚品牌的消费品牌忠诚

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摘要

The purpose of this paper is to empirically investigate the factors affecting consumer's fast fashion brand loyalty by examining Indonesian college students' perceptions and loyalty toward Fast Fashion Brands. The research model describes relationships between Consumer Based Brand Equity Dimensions towards Brand Loyalty. The hypothesis to this research was that consumer's perceptions of Fast Fashion, including brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand uniqueness, affect consumer brand loyalty. Based on the results of 139 Indonesian college students in the Greater Area of Jakarta, using structural equation modeling, this study found that for Indonesian College Students, Brand Awareness, Perceived Value, Organizational Associations and Brand Uniqueness were factors that influenced their Brand Loyalty towards Fast Fashion Brands.
机译：本文的目的是通过审查印度尼西亚大学生对快速时尚品牌的看法和忠诚度来证明影响消费者快速时尚品牌忠诚的因素。研究模式描述了消费者的品牌股权维度与品牌忠诚度的关系。本研究的假设是消费者对快速时尚的看法，包括品牌意识，感知质量，感知价值，品牌人格，组织协会和品牌独特，影响消费者品牌忠诚度。根据雅加达大面积的139名印度尼西亚大学生的结果，采用结构方程式建模，该研究发现，对于印度尼西亚大学生，品牌意识，感知价值，组织协会和品牌独特性是影响他们对快速的品牌忠诚度的因素时尚品牌。

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