Direct and Indirect Effects of Customer Engagement and Brand Trust on Loyalty Through Purchase Decisions: An Empirical Study on Fashion Product Customers in Indonesia

Teddy Oswari ()

International Journal of Innovative Research and Scientific Studies, 2025, vol. 8, issue 3, 2961-2971

Abstract: In the last ten years, Indonesian local fashion brands have been able to compete with foreign brands, and local fashion has begun to take over the domestic fashion market share. Erigo, Bloods, Roughneck, 3Second, Sch, Eiger, Thanksinsomnia, Geoff Max, Nevada, and Vans are local fashion product clothing brands. Customer loyalty, from a marketing management perspective, plays an important strategic role in capturing market share. This research aims to analyze the effect of customer engagement and brand trust, both directly and indirectly through purchase decisions, on customer loyalty. The research analyses were based on the quantitative method. The sampling technique uses convenience sampling with a total of 150 respondents, namely consumers who use Erigo, Bloods, Eiger, and Nevada products. Data collection was conducted using a questionnaire that had been validated and proven reliable, which was distributed through social media, namely Instagram and TikTok. Partial Least Squares Structural Equation Modeling (SmartPLS-SEM) was used as software for analyzing research data. The results showed that customer engagement and brand trust affect purchase decisions. Customer engagement and purchase decisions do not affect customer loyalty. Purchase decisions mediate the effect of customer engagement and brand trust on customer loyalty. Partially, only customer engagement has an effect on customer loyalty.

Keywords: Brand trust; Customer engagement; Customer loyalty; Local fashion; Purchase decision. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ijirss.com/index.php/ijirss/article/view/7120/1483 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aac:ijirss:v:8:y:2025:i:3:p:2961-2971:id:7120

Access Statistics for this article

International Journal of Innovative Research and Scientific Studies is currently edited by Natalie Jean

More articles in International Journal of Innovative Research and Scientific Studies from Innovative Research Publishing
Bibliographic data for series maintained by Natalie Jean ().