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The Effect of Endorsement and Product Quality on Brand Image and Its Implication on Customer Loyalty of Fashion Product

  • Erlin Dolphina1*
  • Ika Baskara2
  • Prety Diawati3
  • Husnawati Rachman4
  • Susanti Budiastuti5
1 Universitas Dian Nuswantoro image/svg+xml
2 Universitas Esa Unggul image/svg+xml
3 Universitas Logistik dan Bisnis Internasional image/svg+xml
4 Sekolah TInggi Ilmu Ekonomi YPUP Makassar image/svg+xml
5 Sekolah Tinggi Ilmu Ekonomi Satria Purwokerto
* Corresponding Author: Erlin Dolphina

Abstract

The Covid-19 pandemic, which has hit the whole world and brought about economic downturn in various business fields, has not reduced consumer interest in shopping for fashion products. One of the fashion products that has actually experienced an increase in business in recent times is the Erigo fashion brand. This research aims to analyze the effect of endorsement and product quality on brand image and its impact on consumer loyalty. This quantitative research involved 100 respondents who use Erigo fashion products as a sample selected by purposive sampling method. The data obtained from the respondent's questionnaire were processed using correlation and regression tests using SPSS 22 software. The results of this study indicate that the researcher's hypothesis is proven. Even though the endorsement and product quality have an effect on Erigo's fashion products, this brand is not quite right at targeting the appropriate consumer targets, so that the brand image displayed is less able to be captured by consumers. If this brand image can be improved in the future, customer loyalty can increase significantly

Keywords

brand image endorsement product quality customer loyalty

How to Cite

Citation Format
Dolphina, E., Baskara, I., Diawati, P., Rachman, H., & Susanti Budiastuti. (2023). The Effect of Endorsement and Product Quality on Brand Image and Its Implication on Customer Loyalty of Fashion Product. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(1), 93-99. https://doi.org/10.35870/jemsi.v9i1.893

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This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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