Published: 2025-08-01
Pengaruh Brand Image, Brand Satisfaction dan Brand Trust Terhadap Brand Loyalty Pelanggan Outfix di Wilayah Bandung
DOI: 10.35870/jemsi.v11i4.4250
Downloads
Abstract
Indonesia's fashion industry is growing rapidly and is now an important part of people's lifestyles. However, despite the huge market potential, there is a decline in the number of businesses and problems with illegally imported products. As one of the local women's clothing brands in Bandung, Outfix is facing customer loyalty issues, with a repurchase rate of only 10% each month. The purpose of this study is to see how brand image, brand satisfaction, and brand trust impact the brand loyalty of Outfix customers in Bandung. The research uses a quantitative approach that uses descriptive and causal approaches. This study conducted a survey of one hundred respondents selected using probability sampling techniques and the Slovin formula. The results showed that the three independent variables had a positive and significant impact on customer loyalty to the Brand. Customer loyalty to Outfix was shown to be enhanced through a strong brand image, customer satisfaction, and trust in the brand. This study found that in the increasingly competitive fashion industry, maintaining and increasing customer loyalty is essential by implementing strategies to improve brand image, increase satisfaction, and build trust.
Keywords
Brand Image ; Brand Satisfaction ; Brand Trust ; Brand Loyalty ; Outfix ; Fashion Industry ; Customer Loyalty
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 12 No. 1 (2026)
-
Section: Articles
-
Published: %750 %e, %2025
-
License: CC BY 4.0
-
Copyright: © 2025 Authors
-
DOI: 10.35870/jemsi.v11i4.4250
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.
Annisa Selly Aprianti
Program Studi Manajemen, Universitas Indonesia Membangun.
Dadan Abdul Aziz Mubarok
Program Studi Manajemen, Universitas Indonesia Membangun.
-
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
-
Amelia, R., & Ayani, S. (2020). Optimalisasi membangun Brand image terhadap customer loyalty melalui customer value dan customer retention sebagai variabel intervening. Ekonomi Bisnis, 26(1), 268–279.
-
Bernarto, I., Berlianto, M. P., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The influence of Brand awareness, Brand image, and Brand trust on Brand loyalty. Jurnal Manajemen, 24(3), 412–426.
-
Caecilia, S. (2013). Pengaruh Kualitas Produk, Harga, dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan. Universitas Atma Jaya Yogyakarta.
-
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
-
Dahmiri, D., Khalik, I., Kartika Wulan Bhayangkari, S., & Aldilla Syafri, R. (2023). Examining the interplay of Brand satisfaction, trust, and loyalty among BSI mobile users: The mediating role of Brand attachment. Jurnal Perspektif Pembiayaan Dan Pembangunan Daerah, 11(2), 175–186.
-
Fatikhyad, R., dkk. (2019). Pengaruh Brand Image Terhadap Brand Loyalty. Jurnal Manajemen dan Bisnis, 12(3), 45-56.
-
Firmansyah, A. (2019). Pemasaran Produk dan Brand (Planning & Strategy). Surabaya: Penerbit Qiara Media.
-
Firmansyah, R. (2019). Brand Loyalty dan Peranannya dalam Strategi Pemasaran. Jakarta: Salemba Empat.
-
Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 (7th ed.). Semarang: Badan Penerbit Universitas Diponegoro.
-
Ghozali, I. (2018). Aplikasi Analisis Multivariat dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
-
Gounaris, S., & Stathakopoulos, V. (2004). Antecedents and Consequences of Brand Loyalty: An Empirical Study. European Journal of Marketing, 38(3/4), 447-469.
-
Gultom, D. K., Arif, M., Azhar, M. E., & Mukmin, M. (2021). Peran Mediasi Brand Satisfaction Pada Pengaruh Self Congruity Terhadap Brand Loyalty. Jurnal Ilmiah Manajemen Dan Bisnis, 22(1), 72–85.
-
Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences, 9(1), 21-40.
-
Keller, K. (2009). Strategic Brand Management Building, Measuring, and Brand Equity (Fifth Edition). Jakarta: Global Edition.
-
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Pearson Education.
-
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
-
Kotler, P., & Keller, K. L. (2018). Manajemen Pemasaran. Edisi 12. Jilid 2. Jakarta: PT Indeks.
-
Kusuma, D. (2014). Pengaruh Experience terhadap Brand Loyalty melalui Brand Satisfaction dan Brand Trust Harley Davidson Di Surabaya. Jurnal Ekonomi dan Manajemen, 10(1), 45-55.
-
Lau, G. T., & Lee, S. H. (1999). Consumers’ Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management, 4(4), 341-370.
-
Leninkumar, V. (2017). The Relationship Between Brand Trust and Brand Loyalty. International Journal of Business and Management, 12(1), 67-79.
-
Moh Rizan. (2012). Kepercayaan dan Loyalitas Pelanggan terhadap Brand. Surabaya: Universitas Airlangga.
-
Nguyen, N., Leclerc, A., & LeBlanc, G. (2013). The mediating role of customer trust on customer loyalty. Journal of Service Science and Management, 6(1), 96-109.
-
Nurfitriana, R., Surachman, S., & Hussein, A. S. (2020). The influence of Brand image and Brand love on customer loyalty mediated by customer engagement: Study on consumers of Wardah cosmetics. MEC-J (Management and Economics Journal, 4(2), 105–116.
-
Nyohardi, A. (2016). Brand Satisfaction dan Loyalitas Konsumen di Indonesia. Universitas Gadjah Mada.
-
Pandiangan, M., et al. (2021). Dimensi Brand Trust dan Dampaknya terhadap Loyalitas Konsumen. Jurnal Manajemen dan Bisnis.
-
Paramita, D., & Dkk. (2021). Metode Penelitian untuk Ilmu Sosial. Jakarta: Raja Grafindo Persada.
-
Prawira, A. A. N. D. N., & Setiawan, P. Y. (2021). Pengaruh Brand Image, Brand Satisfaction, Dan Brand Trust Terhadap Brand Loyalty Pelanggan Sepatu Brand Nike. Udayana University.
-
Rahi, S., Yasin, N. M., & Alnaser, F. M. (2017). Measuring the role of customer satisfaction and trust in achieving customer loyalty: A study of e-banking in Pakistan. International Journal of Economics and Financial Issues, 7(1), 1-6.
-
Rifa’i, M. (2019). Pengaruh Brand Trust terhadap Loyalitas Konsumen di Industri Retail. Universitas Indonesia.
-
Rizan, M. (2012). Kepercayaan Brand dan Loyalitas Pelanggan di Pasar Indonesia. Universitas Diponegoro.
-
Sudaryono. (2018). Metodologi Penelitian: Panduan Praktis Untuk Penelitian Ilmiah. Jakarta: Rajawali Pers.
-
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
-
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alphabet.
-
Tatar, S. B., & Eren-Erdoğmuş, I. (2016). The importance of Brand trust in consumer Brand relationships. International Journal of Research in Business and Social Science, 5(4), 36-43.
-
Thamrin, G., Bernarto, I., & Kawata, Y. (2020). The influence of trust, satisfaction, value, and Brand image on loyalty.
-
Tjiptono, F. (2015). Strategi Pemasaran. Yogyakarta: Andi Offset.
-
Tjiptono, F., & Chandra, G. (2014). Service, Quality, & Satisfaction (3rd ed.). Andi Publisher.
-
Trisno, A. O., & Berlianto, M. P. (2023). The Effect of Perceived Value, Brand Image, Satisfaction, Trust and Commitment on Loyalty at XYZ Hospitals, Tangerang. Jurnal Manajemen Kesehatan Indonesia, 11(1), 22–33.
-
Wardhana, A., dkk. (2022). Brand Marketing: The Art Of Branding. Bandung: Media Sains Indonesia.
-
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and Brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
-
Yuwono, G., & Anandya, D. (2022). Brand loyalty: Strengthening Brand experience and Brand satisfaction.
-
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2009). Services Marketing: Integrating Customer Focus across the Firm (5th ed.). McGraw-Hill.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.