Determinants of Customer Loyalty for Moslem Fashion: A Study The Largest Moslem Population (Indonesia)

The development of the fashion world experienced a significant increase in the last few decades. Indonesia has a huge opportunity in the Muslim fashion sector when compared to other countries, because the majority of the population is Muslim. The Indonesian government realizes that even Indonesia is proclaimed to be a benchmark for world Muslim fashion in 2020. This is very possible considering the Muslim fashion industry in Indonesia has experienced growth since the 1990s based on data from the Organization of the Islamic Conference (OIC). One of the biggest brands in Indonesia is HijUp. This aims to analyze the effect of brand images and online promotion strategy on customer satisfaction and loyalty. The analysis technique used is quantitative approach. The sample in this study were 100 HijUp respondents, using the Maximum Likehood (ML) estimation method. This research uses Structural Equation Modeling (SEM) method with LISREL 8.72 measuring instrument. The results of this study indicate the positive influence of brand image on customer satisfaction and customer loyalty. Furthermore, there is a positive influence of online promotion strategies on customer satisfaction, but there is a negative influence on customer loyalty. Furthermore, there is a positive influence between customer satisfaction and customer loyalty. Keywords: Brand Image, Online Promotion Strategy, Customer Satisfaction, Customer Loyalty, Fashion Muslim