PENGARUH CONSISTENCY DAN ORIGINALITY TERHADAP BRAND LOYALTY, YANG DIMEDIASI BRAND ATTACHMENT PADA PELANGGAN FAJAR BATIK PONOROGO

This study aims to analyze the influence of consistency and originality on brand loyalty, with brand attachment serving as a mediating variable, among customers of Fajar Batik Ponorogo. A quantitative approach was employed, utilizing primary data collected via questionnaires from 158 respondents. The data were analyzed using the Partial Least Squares (PLS) technique with the SmartPLS 3.0 statistical software. The results indicate that consistency and originality have a positive and significant impact on both brand attachment and brand loyalty. Furthermore, brand attachment significantly influences brand loyalty and mediates the relationship between consistency/originality and brand loyalty. The R-square value demonstrates that the model possesses strong explanatory power. The study concludes that customer loyalty is influenced not only by product consistency and originality but also by emotional attachment to the brand.
Keywords: Consistency, Originality, Brand attachment, Brand Loyalty, Batik, Local Batik, Brand