The Influence of Self-Esteem and Brand Trust to Optimize Brand Loyalty Based on Social Identity Theory in Generation Y & Z
Melfi Cahya Anggraini,
Endy Gunanto Marsasi
Abstract:The fashion industry is experiencing rapid development and innovation. This thrives thanks to the creative contributions of Indonesia's diverse young generation, shaping the country's fashion landscape trends in 2023. The purpose of this study is to investigate the influence of brand trust, brand love, self-esteem, and susceptibility to normative influences on brand loyalty in the fashion industry among Generation Y & Z. Purposive sampling was the method used for sampling in this study by distributing qu… Show more
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