Electronic Theses and Dissertation

Penelitian ini memiliki tujuan untuk mengetahui pengaruh Brand Personality, Brand Awareness dan Fashion Consciousness terhadap Loyalitas Konsumen yang Dimediasi oleh Kepuasan Konsumen pada produk fashion Buttonscarves di kota Banda Aceh dengan populasi dan sampel sebanyak 224 pelanggan, teknik pengambilan sampel yang menggunakan Non Probability sampling dan jenis pengambilan sampel menggunakan Purposive samping. Instrumen penelitian ini menggunakan angket atau kuesioner dengan skala interval. Uji persyaratan dilakukan dengan uji validitas dan uji reliabilitas serta uji model measurement. Teknik analisis data yang digunakan adalah analisis structur equation modeling pada taraf signifikan α=0,05. Hasil penelitian ini yaitu Brand Personality, Brand Awareness dan Fashion Consciousness berpengaruh positif dan signifikan terhadap Loyalitas konsumen, Brand Personality, Brand Awareness dan Fashion Consciousness berpengaruh positif dan signifikan terhadap kepuasan konsumen, kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas konsumen. Kemudian Brand Personality, Brand Awareness dan Fashion Consciousness berpengaruh positif dan signifikan terhadap Loyalitas konsumen melalui Kepuasan konsumen. Maka dapat ditarik kesimpulan di dalam produk fashion buttonscarves dikota Banda Aceh melalui Brand personality, Brand awareness, Fashion consciousness dan kepuasan konsumen sangat mempengaruhi variabel loyalitas konsumen.
Kata Kunci: Brand Personality, Brand Awareness, Fashion Consciousness, Loyalitas Konsumen, Kepuasan Konsumen

This research aims to determine the influence of brand personality, brand awareness and fashion consciousness on consumer loyalty which is mediated by consumer satisfaction with fashion buttonscarves products in the city of Banda Aceh with a population and sample of 224 customers, a sampling technique that uses non-probability sampling and type of sampling. samples using side purposive. This research instrument uses a questionnaire with an interval scale. Requirements testing is carried out using validity and reliability tests as well as measurement model tests. The data analysis technique used is structural equation modeling analysis at a significant level of α=0.05. The results of this research are that brand personality, brand awareness and fashion consciousness have a positive and significant effect on consumer loyalty, brand personality, brand awareness and fashion consciousness have a positive and significant effect on consumer satisfaction, consumer satisfaction has a positive and significant effect on consumer loyalty. Then brand personality, brand awareness and fashion consciousness have a positive and significant effect on consumer loyalty through consumer satisfaction. So it can be concluded that fashion buttonscarves products in the city of Banda Aceh through brand personality, brand awareness, fashion consciousness and consumer satisfaction greatly influence the consumer loyalty variable. Keywords: Brand Personality, Brand Awareness, Fashion Consciousness, Consumer Loyalty, Consumer Satisfaction