THE INFLUENCE OF BRAND PERSONALITY AND BRAND LOVE ON BRAND LOYALTY: EVIDENCE FROM FAST-FASHION BRANDS (UNIQLO AND H&M)

Abstract

The fast-fashion industry continues to grow rapidly, with brands such as Uniqlo and H&M becoming highly popular among younger consumers. Despite their global success, limited research has examined how brand personality and brand love contribute to brand loyalty, particularly in the Indonesian market. This study aims to analyze the influence of brand personality and brand love on brand loyalty using a quantitative approach. Data were obtained from 100 respondents familiar with Uniqlo and H&M and processed using SPSS Statistics 26. The analysis included descriptive statistics, classical assumption testing (normality, heteroscedasticity, and multicollinearity), and multiple linear regression with F-tests, t-tests, and the coefficient of determination. The results show that both brand personality and brand love significantly and positively affect brand loyalty, with brand love emerging as the stronger predictor. Together, the two variables explain 41.5% of the variance in loyalty. These findings support previous studies emphasizing the importance of both cognitive and emotional factors in shaping loyalty while providing new insights from the Indonesian fast-fashion context. The study concludes that strengthening brand personality and fostering emotional attachment are essential strategies for building sustainable consumer loyalty in competitive fashion markets.