DOI of the published article https://doi.org/10.62421/jibema.v4i1.558
Analysis of Brand Awareness, Product Quality, and Brand Image on E-commerce Consumer Loyalty on Lea Jeans
Analisis Kesadaran Merek, Kualitas Produk, dan Citra Merk Terhadap Loyalitas Konsumen E-commerce pada Celana Lea Jeans
DOI:
https://doi.org/10.21070/ups.11829Keywords:
Brand Awareness, Product Quality, Brand Image, Consumer LoyaltyAbstract
The rapid growth of e-commerce has intensified competition in the fashion industry, this study examines the influence of brand awareness, product quality, and brand image on consumer loyalty toward Lea Jeans in Indonesia. A quantitative survey was conducted involving 96 respondents selected through purposive sampling. Data were collected using an online questionnaire with a five-point Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The results show that brand awareness, product quality, and brand image have positive and significant effects on consumer loyalty. Brand awareness has the strongest influence (β = 0.472), followed by brand image (β = 0.261) and product quality (β = 0.231). The model explains 61.5% of consumer loyalty. These findings imply that strengthening brand awareness, product quality, and brand image can support Lea Jeans in maintaining consumer loyalty and competitiveness
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