The Influence of Consumer-Based Brand Equity on Consumer Purchase Intention Mediated by Brand Loyalty towards Fast Fashion Industry in Indonesia: A Case Of UNIQLO

Jonathan Wirjohadikusumo(1*), Santy Maulina Santoso(2),

(*) Corresponding Author


The rapid development of fashion has created the term fast fashion. Global fast fashion brands such as UNIQLO, Zara, H&M and other brands are striving to dominate the market. This research’s objective is to find course of action for a fast fashion brand in order to outperform other brands. The author used UNIQLO in Indonesia as the object to research. The analysis discussed the impact of consumer-based brand equity towards purchase intention, mediated by brand loyalty. This research used Su and Chang (2018)’s analysis as the theoretical foundation which analysed the influence of consumer-based brand equity’s dimensions; brand awareness, brand uniqueness, organizational association, perceived quality, perceived value, and brand personality towards brand loyalty. The researchers distributed an online self-administered questionnaire to collect data. This research’s sample method is simple random sampling. The 134 data gathered is processed using PLS-SEM to see the relationship of the proposed framework. The result of our research showed that two out of six consumer-based brand equity has no influence towards brand loyalty, thus brand loyalty does not mediates those two variables with purchase intention too. We provided recommendations for business practitioners, academicians, and the company UNIQLO, as well with limitations and suggestions for further research.


Consumer-Based Brand Equity, Brand Awareness, Brand Uniqueness, Organizational Association, Perceived Quality, Perceived Value, Brand Personality, Brand Loyalty, Purchase Intention.


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