Factors Influencing Customer Satisfaction and Loyalty in the Hijab Fashion Industry: A Study of Buttonscarves in Pekanbaru
Keywords:
Logo, Price, Hedonic Value, Customer Satisfaction, LoyaltyAbstract
Research aims :This study aims to determine the effect of logo, price, and hedonic value on customer satisfaction and loyalty of Buttonscarves Hijab Users at Buttonscarves Living World Pekanbaru Store.
Design/Methodology/Approach :
The sample in this study amounted to 100 respondents with a non-probability sampling method and the sampling technique used purposive sampling, namely consumers who have bought more than two Button scarves products at the Living World Pekanbaru Buttonscarves Store.
Research findings :
The results of the study explain that the logo variable (X1) has no effect on consumer satisfaction (Y1), price (X2) and hedonic value (X3) affect consumer satisfaction (Y1), and consumer satisfaction (Y1) affects consumer loyalty (Y2).
Theoretical Contribution/Originality :
This research emphasises that in a competitive market in the modest fashion industry, logo, price, and hedonic value are correlated with satisfaction in purchasing premium hijab which ultimately creates customer loyalty. In the context of Buttonscarves, hedonic value and the iconic ‘B’ logo become symbolic elements that increase prestige and exclusivity, for consumers price is no longer just an economic value, but a symbol of style and self-aspiration.
Practical/Policy/Social
Implications :
Buttonscarves products must maintain visual consistency, symbol uniqueness, and logo placement as elements of consumer pride. Buttonscarves products are not only about fashion, but also as a medium of self-expression and social status for modern Muslim women. This aims to enhance the image of women who wear hijabs as empowered, modern, and confident figures.
Research Limitations/Implications :
The results of this study indicate that the logo variable does not have a significant effect on consumer satisfaction and loyalty, given that Buttonscarves consumers are a premium segment with an aspirational lifestyle, so that the logo is not the main factor determining satisfaction, but rather the social context and user experience. It is hoped that further research can examine the mediating or moderating role of variables such as social status, community influence, or the impact of digital campaigns and influencers
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