The Influence of Product Design and Brand Image on Consumer Loyalty in Local Fashion
Keywords:
Product Design, Brand Image, Consumer LoyaltyAbstract
This study aims to determine the effect of product design and brand image on consumer loyalty to the local fashion brand Meuni Polos in West Bandung. The background of this study is based on the decline in Meuni Polos sales due to a lack of design innovation and a weakening brand image after experiencing a period of operational hiatus in 2022–2024. This study used a quantitative method with a survey approach to 96 respondents who had used Meuni Polos products. The data collection instrument was a questionnaire with a Likert scale. The analysis techniques used included validity and reliability tests, multiple linear regression analysis, t-tests, and F-tests. The results showed that both product design and brand image had a positive and significant effect on consumer loyalty, both partially and simultaneously. Attractive and functional product design and a positive brand image have been proven to increase consumer loyalty to local fashion products. This study provides strategic implications for business actors in increasing competitiveness through strengthening design and effective brand management.
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