THE INFLUENCE OF BRAND PERSONALITY, PROMOTION AND STORE ENVIRONMENT TOWARDS STORE LOYALTY IN FAST FASHION INDUSTRY ( A SURVEY IN INDONESIA)

Abstract

Purpose – The purpose of this study is to identify the impact of brand personality, promotion, and store environment towards store loyalty in the fast fashion industry. Design/Methodology/Approach – This research is conducted using a quantitative method and primary data through an online questionnaire. The sample size is 442 respondents with age between 17 – 35 years old who have ever bought fast fashion product such as Zara, H&M, and Bershka in lasts 6 months. Data were collected through structured questionnaire used seven-point Likert scale, SPSS and observed utilizing Structural Equation Modeling (SEM) analysis. Findings – The results from hypothesis testing show that brand personality and promotion significantly influence store loyalty. In the other hand, the store environment did not influence store loyalty of Fast fashion industry clothing stores in Indonesia. Originality/Value – This study provides more insight into factors affecting store loyalty in International brand store in Indonesia. Many researcher has examined the promotion and store environment on store loyalty. The differs on this study is adding other variable which is brand personality.