THE EFFECTS OF BRAND LOYALTY, BRAND IMAGE & BRAND REPUTATION ON UNIVERSITAS PELITA HARAPAN LIPPO VILLAGE STUDENTS’ CONSUMER PURCHASE BEHAVIOR OF H&M PRODUCTS

Valencia, Sylvia (2021) THE EFFECTS OF BRAND LOYALTY, BRAND IMAGE & BRAND REPUTATION ON UNIVERSITAS PELITA HARAPAN LIPPO VILLAGE STUDENTS’ CONSUMER PURCHASE BEHAVIOR OF H&M PRODUCTS. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Saat pelanggan yang sadar mode dihadapkan pada desain dan gaya baru yang dimotivasi dari runaways, mereka menjadi lebih paham mode dan menuntut desain baru. Bisnis retail seperti H&M dan UNIQLO, merupakan contoh perusahaan yang bergerak di bidang fast fashion untuk memenuhi permintaan konsumen. Dalam industri fast fashion seiring dengan berjalannya waktu, semakin banyak pesaing baru yang bermunculan, konsumen memiliki banyak pilihan yang dapat mereka pilih tanpa mengeluarkan biaya lebih banyak untuk mengubah merek pilihan. Oleh karena itu, sulit bagi H&M untuk membangun loyalitas merek. Tujuan dari penelitian ini adalah untuk mempelajari bagaimana loyalitas merek, citra merek dan reputasi merek mempengaruhi perilaku pembelian konsumen generasi z pada produk H&M. Penelitian ini merupakan penelitian deskriptif dengan menggunakan kuisioner survei online menggunakan google form dengan jumlah sampel 150. Hasil penelitian menunjukkan loyalitas merek, citra merek, reputasi merek berpengaruh positif terhadap perilaku pembelian konsumen mahasiswa Universitas Pelita Harapan Lippo Village terhadap produk H&M. Oleh karena itu, disarankan untuk meningkatkan perilaku pembelian konsumen dengan strategi loyalitas merek, citra merek dan reputasi merek. / As fashion-conscious customers were exposed to new designs and styles motivated from runways, they got to be more fashion-savvy and demanding for new designs. Retail businesses such as H&M and UNIQLO, are examples of companies working in the field of fast fashion to meet the demands of consumers. In the fast fashion industry with the passage of time, more and more new competitors are emerging, the consumer has many choices that they can choose without spending more on changing the brand of choice. Therefore, it is difficult for H&M to build brand loyalty. The purpose of this research was to study how brand loyalty, brand image and brand reputation affect the consumer purchase behavior of generation z on H&M products. This research is a descriptive research using online survey questionnaire utilizing google form with a total sample of 150. The results shows brand loyalty, brand image, brand reputation shows a positive effect on Universitas Pelita Harapan Lippo Village students’ consumer purchase behavior on H&M products, thus it is recommended H&M to improve their consumer purchase behavior with coming a strategy for brand loyalty, brand image and brand reputation.

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