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628
Journal of Economics, Technology and Business (JETBIS)
Volume 2, Number 12 December 2023
p-ISSN 2964-903X; e-ISSN 2962-9330
THE EFFECT OF BRAND INNOVATIVENESS AND SOCIAL MEDIA MARKETING
ACTIVITY ON BRAND LOYALTY MEDIATED BY BRAND LOVE IN LOCAL
LUXURY FASHION BRANDS
Arie Andani Savitri
1
, Fatchur Rohman
2
, Sri Palupi Prabandari
3
Universitas Brawijaya, malang, Indonesia
E-mail: [email protected]
KEYWORDS:
Brand innovativeness;
social media marketing;
brand loyalty; brand love;
local luxury.
ABSTRACT
This study examines the effect of brand innovativeness and social
media marketing activity on brand loyalty and brand love, the effect
of brand love on brand loyalty, and the effect of brand love mediating
brand innovativeness and social media marketing activity. the
research approach used in this research was a quantitative approach
with explanatory research. The sampling technique used in this
research is non-probability sampling with a purposive sampling
technique with 250 respondents. The data collection technique used
in this study was a questionnaire distributed online via Google Forms.
The data measurement technique used in this study is a Likert Scale.
Data analysis methods through Validity Test, Reliability Test,
Descriptive Analysis, and Partial Least Square (PLS) based SEM
Analysis. The results showed that 1) brand innovativeness was proven
to affect brand loyalty to the Suedeson brand, 2) Brand innovativeness
is proven to affect brand love for the Suedeson brand, 3) Social media
marketing activity is proven to affect brand loyalty for the Suedeson
brand, 4) Social media marketing activity is proven to affect brand
love for the Suedeson brand, 5) Brand love is proven to affect brand
loyalty for the Suedeson brand, 6) brand innovativeness is proven to
affect brand loyalty through brand love mediation.
INTRODUCTION
Developing entrepreneurship in the creative economy sector for companies spurs them to
continue to exist and win the competition in today's competitive era. According to the Minister
of Tourism and Creative Economy, Sandiaga Salahuddin Uno, based on data and facts, three
subsectors have a significant contribution to the Gross Domestic Product (GDP) of Indonesia's
creative economy, namely, culinary 41.5 percent, fashion 17.7 percent, and crafts 15 percent
(Tempo. co, 2021). People's consumption patterns make fashion an essential part of their
lifestyle, with fashion trends that are in demand by the public today, namely luxury fashion
brands (Sa’adah et al., 2023). According to Global Data, in 2023, luxury fashion brands with
higher prices experienced 6% greater order growth year-on-year than fast fashion.
A luxury brand is a branded product or service perceived by consumers with several
dimensions, namely high quality, rarity, a prestigious image, premium price, and high aesthetic
level. It can inspire deep relationships (Ko et al., 2019). PT Bank UOB Indonesia (2019)
estimates that Indonesia's economic growth could grow 6.5 percent by 2030, supported by
domestic consumption, especially from the millennial generation. According to the Katadata
Vol 2, No 12 December 2023
The Effect of Brand Innovativeness and Social Media Marketing
Activity on Brand Loyalty Mediated by Brand Love in Local
Luxury Fashion Brands
https://jetbis.al-makkipublisher.com/index.php/al/index
Insight Centre, the generation that has a significant influence and is heavily involved in online
shopping activities is the millennial age group, which is 46% (Kristo, 2020). Millennials have a
high level of awareness about the importance of buying an item because of their desire to shape
their image, so this trend has influenced many entrepreneurs in the fashion industry in Indonesia
(Leman et al., 2020).
The current phenomenon shows that the development of fashion in Indonesia is
characterized by local brands that enliven the fashion market by providing quality and uniqueness
in each brand and product offered to consumers (Handayani et al., 2020). In Indonesia, local
brands are currently growing and developing well. Moreover, after the pandemic, all limitations
become an opportunity for local brands to develop their business. It must be connected to the
productivity of local fashion designers who are innovative in designing the latest model clothes
and the emergence of a young creative generation who are enthusiastic about the fashion industry
(Feodora et al., 2022). The number of local brands that have sprung up and foreign brands that
still dominate the market in Indonesia results in increasingly fierce competition between brands
for similar businesses that want to dominate the market. It makes it recommended that companies
concentrate more on efforts to retain consumers, and this term is known as loyalty. Brand loyalty
is one of the keys for companies to win competition in an industry (Chen et al., 2022).
Globalization challenges local brands by making it easier for foreign brands to flood the
domestic market, leading to high competition in the Indonesian market. Some Indonesians still
think foreign brands have good purchasing value compared to local brands. In addition,
Indonesians are attracted to foreign brands because they carry the image of their home country,
such as Western-style and Korean style, which are considered more quality, prestige, and low
price. Some foreign fashion businesses that dominate the market in Indonesia are Uniqlo,
(Kusuma, 2022) was the beginning of the online shopping culture in Indonesia. However, foreign
products are still more purchased by Indonesians, as reported by mediaindonesia.com, namely
"Foreign Products Flood Indonesian E-Commerce Up to 90 Percent" (Hidapenta & Dewi, 2021).
This situation makes local brand marketers in Indonesia focus on building brand loyalty.
Therefore, local brand business actors must create loyalty from customers so that the brand has
a sustainable competitive advantage and prevents customers from switching to other brands.
One approach that can be used to analyze the factors that influence brand loyalty is the
cognition-affect-behavior (C-A-B) model (Holbrook & Batra, 1987), which explains that at the
cognitive stage, consumers become aware and accumulate knowledge about the brand that is
embedded in memory. Once consumers become knowledgeable about the brand, they move to
the affective stage and develop feelings of liking or emotional attitudes toward it. Then, the
consumer's feelings are converted into consumer action to remain loyal to the brand with the
decision to repurchase the brand. Brand innovativeness is the first cognitive aspect that is
indicated to increase loyalty to local luxury fashion brands. According to (Drucker, 1954), every
business needs one core competency: innovation. Innovation is critical to developing a brand to
become assertive (Kaplan & Haenlein, 2010). The main requirement for companies that want to
maintain competitive performance in conditions of competition, technology, and rapidly
changing markets is to increase creativity and innovation.
fashion design and fashion business from ISEM Paris, by starting a career in fashion in
2015. The Suedeson brand is successful in increasing loyalty in an increasingly competitive
The Effect of Brand Innovativeness and Social Media Marketing
Activity on Brand Loyalty Mediated by Brand Love in Local
Luxury Fashion Brands
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630
market. Seeing the phenomenon of Suedeson, which is growing and using several marketing
strategies Social media marketing activity is the second cognitive aspect that is indicated to
increase loyalty to local luxury fashion brands. Social media marketing is one of the fastest-
growing marketing channels, offering unrivaled potential for brand building (Zarei et al., 2022).
Brand managers have many opportunities to publish and share information about their brands
through social media through messages, images, videos, and statements (Aljumah et al., 2021).
The effect of social media marketing on brand loyalty has been empirically proven in research
conducted by (Khan et al., 2019), (Geric & Dobrinic, 2020), and (Ibrahim & Abdulazeez, 2021).
However, some previous studies have also found insignificant results between social media
marketing and brand loyalty (Mahardhika & Zakiyah, 2020) (Fetais et al., 2022).
According to (Junaid et al., 2019), Brand love is a strong emotional bond to a brand driven
by a sense of liking both product attributes, symbols, logos, emotions, and consumer interactions
with brands. Consumer love for brands can foster consumer trust in brands and influence
consumer behavior (Paruthi et al., 2023). Several previous studies have been conducted to
examine the effect of brand love on brand loyalty, namely (Lee et al., 2019), Mahlke Dkk (2020),
and Wong (2021), saying that brand love has a significant positive effect on brand loyalty.
Previous research has tested brand innovativeness on brand love (Özbek et al., 2022) and Wong
& Haque (2021). Based on the significant positive effect between brand innovativeness and brand
love, this study develops a model that places brand love as a mediating variable between brand
innovativeness and brand loyalty. Innovation is the cause of love and romance; innovative brands
achieve more commitment to the brand because innovative brands cause more attachment and
provide more stimulation than brands that do not renew themselves (Liu & Aydin, 2016).
Previous research has also tested social media marketing activity on brand love, namely
Mohammadi, Dkk (2019) and (Qasim et al., 2020), which stated significant positive results;
therefore, this research can also develop a model that places brand love as a mediating variable
between social media marketing activity and brand loyalty.
Researchers chose the object of local fashion brand Seuedeson, a women's clothing fashion
brand creating the concept of luxury ready-to-wear. Kimberly founded Seuedeson from
Surabaya, a designer who graduated from ESMOD Jakarta to maintain its business, the
Seuedeson brand is the variable to be studied in this study. This study aims to examine the effect
of brand innovativeness and social media marketing activity on brand loyalty and brand love, the
effect of brand love on brand loyalty, and the effect of brand love mediating brand innovativeness
and social media marketing activity.
RESEARCH METHODS
The research approach used in this study is a quantitative approach with explanatory
research. This research was conducted in Malang City from August 2023 to December 2023. The
population in this study were millennial generation women who had bought or used the Suedeson
brand. Determining the number of research respondents is based on the rule of thumb with the
number of research indicators multiplied by 10, namely 250 respondents. The sampling technique
used in this research is non-probability sampling with a purposive sampling technique. The data
collection technique used in this study was a questionnaire distributed online via Google Forms.
Vol 2, No 12 December 2023
The Effect of Brand Innovativeness and Social Media Marketing
Activity on Brand Loyalty Mediated by Brand Love in Local
Luxury Fashion Brands
https://jetbis.al-makkipublisher.com/index.php/al/index
The data measurement technique used in this study is a Likert Scale. Data analysis methods
through Validity Test, Reliability Test, Descriptive Analysis, and Partial Least Square (PLS)
based SEM Analysis.
RESULTS AND DISCUSSION
Descriptive Data Analysis
Frequency Distribution of Brand Innovativeness Variables (X1)
The Brand Innovativeness variable (X1) has 3 indicators with 5 statement items for
respondents to answer. Respondents' answers can be seen in Table 1 as follows.
Table 1
Frequency Distribution of Brand Innovativeness Variables
SS
S
N
TS
STS
Total
Average
f
%
f
%
f
%
f
%
f
%
f
%
Offer creative solutions
BI 1
126
50,4
124
49,6
0
0,00
0
0,00
0
0,00
250
100
4,5040
Providing new offers
BI 2
189
75,6
60
24
0
0,00
1
0,40
0
0,00
250
100
4,7600
BI 3
167
66,8
83
33,2
0
0,00
0
0,00
0
0,00
250
100
4,6680
Meet the needs
BI 4
181
72,4
67
26,8
0
0,00
1
0,40
1
0,40
250
100
4,7280
BI 5
182
72,8
68
27,2
0
0,00
0
0,00
0
0,00
250
100
4,7280
Average Value of Brand Innovativeness Variable (X1)
4,6728
Source: Primary data processed, 2023
Table 1 shows that the average value of respondents' answers to the brand innovativeness
variable is 4.6728, which means that the average result can be used as a description of the entire
table, where consumers think that the brand innovativeness provided by the Suedeson brand is
good and following what consumers want. This result indicates that some respondents think the
Suedeson brand may need to be more innovative because the Suedeson clothing concept is ready-
to-wear, consisting of t-shirts, dresses, skirts, and many more. Therefore, this result shows that
respondents have a good perception that the Suedeson brand is innovating its brand.
The Effect of Brand Innovativeness and Social Media Marketing
Activity on Brand Loyalty Mediated by Brand Love in Local
Luxury Fashion Brands
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632
Frequency Distribution of Social Media Marketing Activity Variables (X2)
Respondents' answers can be seen in Table 2 as follows.
Table 2
Frequency Distribution of Social Media Marketing (X2)
Item
SS
S
N
TS
STS
Total
Average
f
%
f
%
f
%
f
%
f
%
f
%
Interactivity
SMMA1
168
67,2
82
32,8
0
0,00
0
0,00
0
0,00
250
100
4,6720
SMMA2
162
68,8
77
30,8
0
0,00
0
0,00
1
0,40
250
100
4,6920
Informative
SMMA3
170
68
80
32
0
0,00
0
0,00
0
0,00
250
100
4,6800
SMMA4
189
75,6
61
24,4
0
0,00
0
0,00
0
0,00
250
100
4,7560
Trends
SMMA5
191
76,4
59
23,6
0
0,00
0
0,00
0
0,00
250
100
4,7640
SMMA6
171
68,4
78
31,2
0
0,00
1
0,40
0
0,00
250
100
4,6880
how
SMMA7
146
58,4
103
41,2
0
0,00
0
0,00
1
0,40
250
100
4,5880
SMMA8
172
68,8
78
31,2
0
0,00
0
0,00
0
0,00
250
100
4,6880
Average Social Media Marketing Activity (X2)
4,6911
Source: Primary data processed, 2023
Table 2 shows that the average value of respondents' answers to the social media marketing
activity variable is 4.6911, which means that these average results can be used as a description of
the entire table, where consumers think that the social media marketing activity provided by the
Suedeson brand is good and by what consumers want. Therefore, the respondents' answers
regarding the social media marketing activity variable show that respondents perceive that the
Suedeson brand can carry out marketing activities on social media well.
Frequency Distribution of Brand Love Variables (Z)
A description of respondents' answers regarding brand love can be seen in Table 3 as follows.
Table 3
Frequency Distribution of Brand Love Variables (Z)
Item
SS
S
N
TS
STS
Total
Average
f
%
f
%
f
%
f
%
f
%
f
%
Uniqueness
BL1
141
56,4
108
43,2
0
0,00
1
0,40
0
0,00
250
100
4,5680
BL2
225
90
25
10
0
0,00
0
0,00
0
0,00
250
100
4,9000
Fun
BL3
143
57,2
107
42,8
0
0,00
0
0,00
0
0,00
250
100
4,5720
BL4
207
82,8
42
16,8
0
0,00
1
0,40
0
0,00
250
100
4,8320
Intimacy
BL5
169
67,6
79
31,6
0
0,00
1
0,40
1
0,40
250
100
4,6840
BL6
205
82
44
17,6
0
0,00
1
0,40
0
0,00
250
100
4,8240
Memories
BL7
206
82,4
42
16,8
0
0,00
1
0,40
1
0,40
250
100
4,8320
BL8
124
49,6
110
44
16
6,4
0
0,00
0
0,00
250
100
4,4320
Average Brand Love
4,7060
Source: Primary data processed, 2023
Vol 2, No 12 December 2023
The Effect of Brand Innovativeness and Social Media Marketing
Activity on Brand Loyalty Mediated by Brand Love in Local
Luxury Fashion Brands
https://jetbis.al-makkipublisher.com/index.php/al/index
Table 3 shows that the average value of respondents' answers to the brand love variable
is 4.7060, which means that these average results can be used as a depiction of the entire table,
where consumers think that the brand love formed by respondents based on the data is good
and can increase love for the Suedeson brand.
Frequency Distribution of Brand Loyalty Variables (Y)
A description of respondents' answers regarding brand love can be seen in Table 4.
Table 4
Frequency Distribution of Brand Loyalty Variables (Y)
SS
S
N
TS
STS
Total
Average
f
%
f
%
f
%
f
%
f
%
f
%
Attitude Loyalty
BTY1
187
74,8
49
19,6
14
5,6
0
0,00
0
0,00
250
100
4,692
BTY2
185
74
37
14,8
28
11,2
0
0,00
0
0,00
250
100
4,628
Behavioural Loyalty
BTY3
143
57,2
94
37,6
13
5,2
0
0,00
0
0,00
250
100
4,520
BTY4
125
50
53
21,2
72
28,8
0
0,00
0
0,00
250
100
4,212
Average Brand Loyalty
4,513
Source: Primary data processed, 2023
Table 4 shows that the average value of respondents' answers to the brand love variable is
4.513, which means that these average results can be used as a depiction of the entire table,
where consumers consider the brand loyalty formed by respondents based on data is good and
can increase loyalty to the Suedeson brand.
Partial Least Square (PLS) Analysis
Evaluation of Measurement Model (Outer Model)
1. Convergent Validity
The analysis results show each indicator's factor loading value (convergent validity). The
table above provides information that all items that measure brand innovativeness, social
media marketing activity, brand love, and brand loyalty have a factor loading value> 0.7,
which is valid. It can be concluded that all items in the instrument are declared valid in
measuring each variable.
2. Discriminant Validity
Based on the cross-loading value, it can be seen that all indicators that compose each
variable in this study (bolded values) have met discriminant validity because they have the
most considerable outer loading value for the variable they form and not on other variables.
Thus, all indicators in each variable in this study fulfilled discriminant validity.
3. Evaluation of Composite Reliability Model and Cronbach alpha
The construct is declared reliable if the composite reliability and Cronbach alpha values
exceed 0.7. The following are the calculation results:
The Effect of Brand Innovativeness and Social Media Marketing
Activity on Brand Loyalty Mediated by Brand Love in Local
Luxury Fashion Brands
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634
Table 5
Composite Reliability and Cronbach Alpha
Variables
AVE
Cut
off
Cronbach'
Alpha
Cut
off
Composite
Reliability
Cut
off
Ket
Brand
Innovativeness
0,649
0,5
0,864
0,7
0,902
0,7
Reliable
Brand Love
0,624
0,5
0,915
0,7
0,930
0,7
Reliable
Brand Loyalty
0,766
0,5
0,898
0,7
0,929
0,7
Reliable
Social Media
Marketing
0,635
05,
0,918
0,7
0,933
0,7
Reliable
Source: Data Processing with PLS, 2023
The reliability test results in Table 5 show the reliability of all variables. The AVE value
for the four constructs is more significant than 0.5, so it can be concluded that the evaluation
of model measurements has good discriminant validity.
Structural Model Evaluation (Inner Model)
Coefficient of Determination (R2)
The following are the results of the
R2
test.
Table 6
R-Square Value
Variables
R Square
R Square Adjusted
Brand Love (Z)
0,596
0,593
Brand Loyalty (Y)
0,638
0,633
Source: Data processing with PLS, 2023
Table 6 shows the R-Square value for the Brand Love variable is obtained at 0.596. The
R-Square value shows that the Brand Innovativeness and Social Media Marketing Activity
variables can influence 59.6% of the Brand Love (Z) variable. While other variables outside
the variables studied influence the remaining 40.04%. It shows that the R-square value of Brand
Loyalty of 0.638 shows that the Brand Loyalty (Y) variable is influenced by the Brand
Innovativeness and Social Media Marketing Activity variables and Brand Love (Z) by 63.8%
while other variables outside the study influence the remaining 35.2%.
Predictive Relevance (Q2)
The results of this Q-Square calculation are based on results that are known using the
following formula:
Q2 value = 1 - (1 - R2) x (1 - R2)
Q2 value = 1 - (1 - 0.638) x (1 - 0.596) = 1 - 0.1449 = 0.855
The results of these calculations show that the Q value
2
is 0.855, meaning that the amount
of data diversity from research that the designed structural model can explain is 85.5%. In
comparison, the remaining 14.5% is explained by other factors outside the model. Based on
these results, the structural model in this study is good because it is closer to the value of 1.
The predictive relevance test results (
Q2
) show that the research model is a firm (large) model.
Thus, this research model can be used for hypothesis testing.
Vol 2, No 12 December 2023
The Effect of Brand Innovativeness and Social Media Marketing
Activity on Brand Loyalty Mediated by Brand Love in Local
Luxury Fashion Brands
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Goodness Of Fit Evaluation
Here are the AVE and
R2
Tables for calculating GoF, namely:
Table 7
Goodness of Fit Model
Variables
Average Variance Extracted (AVE)
R Square
Brand Innovativeness (X1)
0,649
0,638
Brand Love (Z)
0,624
0,596
Brand Loyalty (Y)
0,766
Social Media Marketing (X2)
0,635
Average
0,668
0,617
Source: Data Processing with PLS, 2023
Gof =
√
AVE x R2
Gof =
√
0,668 x 0,617
Gof = 0.6405 (64.5%)
The GoF calculation result is 0.645 or 64.5%. It shows that the model obtained is strong
and good to use in making predictions, meaning it can easily explain empirical data. This
calculation is evidenced by the Goodness of Fit Index (GoF) value of 0.645, which means>
0.36.
Hypothesis Testing (Direct Effect)
The t-statistic test in this study uses smart-pls 3.0 by applying the bootstrapping method.
Table 8
Hypothesis Testing Results
Hypothesis
Original
Sample
(O)
T Statistics
(|O/STDEV|)
P
Values
Hypothesis
Brand Innovativeness -> Brand
Loyalty
0,231
3,318
0,001
Significant
Brand Innovativeness -> Brand Love
0,503
8,871
0,000
Significant
Social Media Marketing -> Brand
Loyalty
0,155
2,063
0,040
Significant
Social Media Marketing -> Brand
Love
0,334
5,519
0,000
Significant
Brand Love -> Brand Loyalty
0,490
6,561
0,000
Significant
Source: Data Processing with PLS, 2023
The structural equation obtained is :
Z = 0.503 X1 + 0.334 X2
Y = 0.231 X1 + 0.155 X2 + 0.490 Brand Loyalty
The hypothesis testing result used in testing the hypothesis is the t-count value.
Hypothesis testing can be done by comparing the t-count with the t-table. The t-table value can
be obtained from 250 respondents, which in the end obtained a t-table of 1.960. However, if
using the p-value, the comparison value used is the error rate (α) value of 5%. The results of
testing the research hypothesis are as follows:
The Effect of Brand Innovativeness and Social Media Marketing
Activity on Brand Loyalty Mediated by Brand Love in Local
Luxury Fashion Brands
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636
Hypothesis 1: Brand Innovativeness directly and significantly influences Brand Loyalty.
The results of testing the hypothesis of the Brand Innovativeness variable on Brand
Loyalty obtained a path coefficient of 0.231 and a t count of 3.318. Because the t value is greater
than the t table (1.960) or p (0.001) <0.05. So, Brand Innovativeness has a direct and significant
influence on Brand Loyalty. Thus, hypothesis 1 is accepted.
Hypothesis 2: Brand Innovativeness directly and significantly influences Brand Love.
The results of testing the hypothesis of the Brand Innovativeness variable on Brand Love
obtained a path coefficient of 0.503 and a t count of 8.871 because the t value is greater than
the t table (1.960) or p (0.000) <0.05. So, Brand Innovativeness has a direct and significant
influence on Brand Love. Thus, hypothesis 2 is accepted.
Hypothesis 3: Social Media Marketing directly and significantly influences Brand Loyalty.
The results of testing the hypothesis of the Social Media Marketing variable on Brand
Loyalty obtained a path coefficient of 0.155 and a t count of 2.063 because the t value is greater
than the t table (1.960) or p (0.040) ≤ 0.05. So, Social Media Marketing directly and
significantly influences Brand Loyalty. Thus, it can be concluded that hypothesis 3 is accepted.
Hypothesis 4: Social Media Marketing directly and significantly influences Brand Love.
The results of testing the hypothesis of the Social Media Marketing variable on Brand
Love obtained a path coefficient of 0.334 and a t count of 5.519 because the t value is greater
than the t table (1.960) or p (0.000) ≤ 0.05. So, Social Media Marketing has a direct and
significant influence on Brand Love. Thus, it can be concluded that hypothesis 4 is accepted.
Hypothesis 5: Brand Love has a direct and significant influence on Brand Loyalty
The results of testing the hypothesis of the Brand Love variable on Brand Loyalty
obtained a path coefficient of 0.490 and a t count of 6.561. Because the t value is greater than
the t table (1.960) or p (0.000) ≤ 0.05. So, Brand Love has a direct and significant influence on
Brand Loyalty. Thus, it can be concluded that hypothesis 5 is accepted.
Hypothesis Testing (Indirect effect)
The results of indirect effect testing are shown in Table 9.
Table 9
Indirect Effect
Hypothesis
Indirect Effect
T Statistics
(|O/STDEV|)
P
Values
Description
Brand Innovativeness -
> Brand Love ->
Brand Loyalty
0,247
4,924
0,000
Significant
Social Media
Marketing -> Brand
Love -> Brand Loyalty
0,164
4,822
0,000
Significant
Source: Data Processing with PLS, 2023
Hypothesis 6: Brand Love mediates the relationship between Brand Innovativeness and
Brand Loyalty.
The results of testing the sixth hypothesis show that the relationship between the Brand
Innovativeness variable and Brand Loyalty (Y) through Brand Love shows an indirect path
coefficient value of 0.247 with a statistical t value of 4.924. The calculated t value is greater
Vol 2, No 12 December 2023
The Effect of Brand Innovativeness and Social Media Marketing
Activity on Brand Loyalty Mediated by Brand Love in Local
Luxury Fashion Brands
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than the t table (1.960) or p (0.000) < 0.05. This result means that Brand Love has a significant
influence in bridging Brand Innovativeness with Brand Loyalty. Thus, hypothesis 6 is accepted.
Hypothesis 7: Brand Love mediates the relationship between Social Media Marketing
Activity and Brand Loyalty.
The results of testing the seventh hypothesis show that the relationship between the
variable influence of Social Media Marketing Activity with Brand Loyalty (Y) through Brand
Love shows an indirect path coefficient value of 0.164 with a statistical t value of 4.822. The
calculated t value is greater than the t table (1.960) or p (0.000) <0.05. This result means that
Brand Love has a significant influence in bridging Brand Innovativeness with Brand Loyalty.
Thus, it can be concluded that hypothesis 7 is accepted.
Mediation Testing
Testing the mediating variable is carried out to test the mediation hypothesis and
determine its mediating role as a complete mediating variable, partial mediating variable, or
not.
Table 10
Recapitulation of SEM-PLS Results
Hypothesis
Path Coefficient
T Statistics
(|O/STDEV|)
P Values
Brand Innovativeness -> Brand Loyalty
0,231
3,318
0,001
Brand Innovativeness -> Brand Love
0,503
8,871
0,000
Social Media Marketing -> Brand
Loyalty
0,155
2,063
0,040
Social Media Marketing -> Brand Love
0,334
5,519
0,000
Brand Love -> Brand Loyalty
0,490
6,561
0,000
Brand Innovativeness -> Brand Love ->
Brand Loyalty
0,247
4,924
0,000
Social Media Marketing -> Brand Love
-> Brand Loyalty
0,164
4,822
0,000
Based on Table 10, it is found that :
1. The Brand Love variable significantly mediates the effect of Brand Innovativeness on Brand
Loyalty; the results of the table above show that the path coefficient c' (0.247) < path
coefficient c (0.231), it can be concluded that Brand Love partially mediates the effect of
Brand Innovativeness on Brand Loyalty.
2. The Brand Love variable significantly mediates the effect of Social Media Marketing on
Brand Loyalty; the results of the table above show that c' (0.164) < path coefficient c (0.155),
it can be concluded that Brand Love partially mediates the effect of Social Media Marketing
Activity on Brand Loyalty.
The Effect of Brand Innovativeness on Brand Loyalty
Based on the study's results, it was found that brand innovativeness has a significant
positive effect on brand loyalty, so hypothesis 1 is accepted. This result proves a strong enough
influence between the two variables with a positive and linear correlation. The fact proves that
the level of customer perception regarding an innovative brand will influence customers to be
loyal to the brand.
It shows that the higher the level of customer perception of brand innovation, the higher
The Effect of Brand Innovativeness and Social Media Marketing
Activity on Brand Loyalty Mediated by Brand Love in Local
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the customer's positive perception of the brand, affecting brand loyalty. Brand innovativeness
relates to the way customers perceive a Suedeson brand as innovative. Brand innovation in
question is the level of creativity of the Suedeson brand in creating a range of products that can
challenge the market with new ideas and solutions to meet customer needs. Pallant et al. (2022)
suggest that brand innovation is not about targeting consumers to make adjustments but
creating something unique and attractive with customized offerings. Through innovation, a
brand can create differentiation so that customers can view the brand as different from
competitors. Customers who are satisfied with a brand will usually make repeat purchases over
a long period and are reluctant to switch to other similar products (Pelealu, 2021). Research on
the effect of brand innovativeness on brand loyalty is in line with the results of research
conducted by (Yu & Yuan, 2019); Jantasri & Srivardhana (2019); Boonsong, Dkk (2020);
(Nilowardono, 2019), results of this study suggest that there is a strong influence between
brand innovativeness on brand loyalty.
The Effect of Brand Innovativeness on Brand Love
Based on the study's results, it was found that brand innovativeness has a significant
positive effect on brand love. Then, hypothesis 2 is accepted. This result proves a strong enough
influence between the two variables with a positive and linear correlation. Facts prove that the
level of customer perception of an innovative brand will lead to a sense of love for the brand.
It shows that the higher the level of customer perception of brand innovation, the higher the
customer's love for the brand. Indicators of offering creative solutions, providing new offers,
and fulfilling needs impact brand love, as seen in the indicators of uniqueness, pleasure,
intimacy, and memories.
The results of this study indicate that the Suedeson brand has succeeded in making its
brand loved by customers, which can create a creative brand and offer new ideas that have
different characteristics from other fashion. Customers like brands that match expectations; this
is evident from the reason customers buy the Suedeson brand, which is very much in line with
customer tastes. The positive experience felt by Suedeson customers triggers brand love.
Brands that create innovations will receive customer appreciation to create a sense of pleasure
for brands that have been innovated according to customer tastes. Customers prefer brands that
reflect values and lifestyles, so they will pay more for the highest quality goods and appreciate
exclusivity, which is valuable. The Suedeson brand can create innovation for its brand;
customers have feelings of pleasure and satisfaction because the Suedson brand can increase
social status so that customers have positive feelings and maintain a sense of love for the brand.
Research on the effect of brand innovativeness on brand love is in line with the results of
research conducted by Ozbek, Dkk (2020); Wong & Haque (2021), the results of this study
suggest that there is a strong influence between brand innovativeness on brand love.
The Effect of Social Media Marketing Activity on Brand Loyalty
Based on the study's results, it was found that social media marketing activity has a
significant positive effect on brand loyalty, so hypothesis 3 is accepted. These results prove a
strong enough influence between the two variables with a positive and linear correlation. The
fact proves that marketing activities through Instagram can cause brand loyalty.
It shows that the higher the role of social media, the higher the brand loyalty. Vigorous
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social media marketing activities will create good value in the eyes of consumers and encourage
increased brand loyalty. It is said that social media will positively impact brand loyalty. It
means that the more customers use social media to search, visit, and interact, the more they
will increase brand loyalty. Suedeson uses social media Instagram as an effective marketing
tool to reach millennials, help make it easier for customers to get information about brands,
make purchases through Instagram, and build relationships with customers. Social media
marketing is used t as a means to communicate about the brand. It is helpful to convince
customers of the brand's credibility so that they can be loyal to the Suedeson brand.
Comprehensive and interactive social media marketing will help build a good image in the
minds of consumers so that consumers will intend to make purchases and encourage brand
loyalty (Geo & Feng, 2016). Research on the effect of social media marketing activity on brand
loyalty is in line with the results of research conducted by Khan (2019), Geric & Dobrinic
(2020), and Ibrahim (2021); the results of this study suggest that there is a strong influence
between social media marketing activity on brand loyalty.
The Effect of Social Media Marketing Activity on Brand Love
Based on the study's results, it was found that social media marketing activity has a
significant positive effect on brand love, so hypothesis 4 is accepted. These results prove a
strong enough influence between the two variables with a positive and linear correlation. The
fact proves that social media and Instagram marketing activities can generate feelings of love
for the brand.
It shows that the higher the role of social media marketing activities, the more love for
brands on Instagram will arise. Indicators of interactivity, information, trends, and e-wom
impact brand love, which is seen in the indicators, namely uniqueness, pleasure, intimacy, and
memories. The results of this study indicate that marketing activities on social media can create
conditions for customers to love brands. Customers feel that the information provided through
social media and Instagram can create engagement with the brand, where customers get a sense
of pleasure, enjoyment, and the opportunity to access information and provide positive reviews
of the brands they love. In addition, customers become more active when they find
entertainment from exciting content so that customers have a positive experience on Suedeson
Instagram, and customers who are active on social media can like content from the Suedeson
brand and share experiences by uploading using Suedeson products via personal Instagram. As
a result, social media users create a good attitude towards a brand that makes them strongly
bond with the brand (Riyasa et al., 2023).
Research on the effect of social media marketing activity on brand love is in line with
the results of research conducted by Mohammadi, Dkk (2019), Chen & Qasim (2020);
(Marhaban & Dirgantara, 2022), the results of this study suggest that there is a strong influence
between social media marketing activity on brand love.
The Effect of Brand Love on Brand Loyalty
Based on the study's results, it was found that brand love has a significant positive effect
on brand loyalty, so hypothesis 5 is accepted. This result proves a strong enough influence
between the two variables with a positive and linear correlation. It proves that customers' love
for the brand can increase brand loyalty.
It shows that the higher the brand love shown by consumers will directly influence brand
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loyalty. Today's millennials love to make purchases and love local luxury fashion brands so
that local brands will successfully gain sustainable advantages and compete with foreign
brands. Customers who love a brand will provide positive information effects on others, are
loyal to the product, are willing to pay a premium price, and are willing to forgive mistakes in
the producer company and product (Batra et al., 2012). The Suedeson brand can lead customers
to feel happy with the brand. If customers love a brand, they will be loyal to the brand.
Customer attachment to the brand can be described as satisfaction, loyalty, or love, depending
on the level of feelings given to the brand. When customers have positive feelings towards the
brand due to previous experiences, then customers tend to consume again, which results in
intimacy and passion for a brand. Research on the effect of brand love on brand loyalty is in
line with the results of research conducted by Kim & Lee (2019), Mahlke et al. (2020), Wong
(2021), (Lumba, 2019), the results of this study suggest that there is a strong influence between
brand love on brand loyalty.
Brand Love Mediates the Effect Between Brand Innovativeness on Brand Loyalty
This study found that brand love has a mediating effect on the influence of brand
innovativeness on brand loyalty. The brand love variable will indirectly affect customers with
high brand innovativeness towards the Suedeson brand and brand loyalty. The results show a
partial effect of brand love mediation in the influence of brand innovativeness on brand loyalty.
This partial mediation effect means that the better the customer's perception of Suedeson's
brand innovation carried out to meet customer expectations, it will lead to customer love for
the Suedeson brand because the brand provides pleasure and satisfaction, which then affects
the increase in customer loyalty to the Suedeson brand. However, in the presence of brand love
or not, brand innovativeness can still increase brand loyalty.
Brand love was chosen as a mediating variable in this study because, concerning the
luxury brand business, one of the factors that customers pay attention to is brand love. Luxury
can lead to passionate feelings towards luxury brands, such as brand love (Batra et al., 2012).
Gao (2016) proposed that brand love is an enthusiastic emotional bond with a satisfying
consumption experience. Local luxury fashion brands highlight that customers view high-
luxury brands as a symbol of prestige and increasing social status, and customers tend to
evaluate them positively.
These results follow research by Kim & Lee (2019), Mahlke, Dkk (2020), Wong (2021),
and (Lumba, 2019), who found significant positive results in the influence of brand love on
brand loyalty. As well as the results of the research (Nilowardono, 2019) found that innovative
brands have a positive and significant effect on brand loyalty, with brand love as a mediating
variable.
Brand Love Mediates the Effect of Social Media Marketing Activity on Brand Loyalty
This study found that brand love mediates the influence of social media marketing
activity on brand loyalty. Brand love will indirectly influence social media marketing activity
and brand loyalty. The results show a partial effect of brand love mediation in the influence of
social media marketing activity on brand loyalty. This partial mediation effect means that the
role of marketing activities on social media will cause pleasure because Suedeson customers
get information about the brand, and then affect the increase in customer loyalty to the
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Luxury Fashion Brands
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Suedeson brand. However, in the presence of brand love or not, social media marketing
activities can still increase brand loyalty.
Based on these results, the more customers use Instagram to find information and interact
with brands on Suedeson's Instagram, the more brand loyalty will increase. Customers feel that
the information and promotions provided through Instagram can create engagement with the
brand, where customers get a sense of pleasure, enjoyment, and the opportunity to access
information and provide positive reviews of the brands they love. The number of likes on brand
posts on Instagram is determined by interactivity and the proportion of positive comments on
brand, information, and entertainment posts (Riyasa et al., 2023). These results follow
research by Kim & Lee (2019), Mahlke, Dkk (2020), Wong (2021), and (Lumba, 2019), who
found significant positive results in the influence of brand love on brand loyalty. As well as the
results of research by (Riyasa et al., 2023) found that social media marketing activity has a
positive and significant effect on brand loyalty, with brand love as a mediating variable.
CONCLUSION
Based on the data obtained from the results of the analysis carried out, it can be concluded
that 1) Brand innovativeness is proven to affect brand loyalty for the Suedeson brand, 2) brand
innovativeness is proven to affect brand love for the Suedeson brand, 3) Social media
marketing activity is proven to affect brand loyalty for the Suedeson brand, 4) Social media
marketing activity is proven to affect brand love for the Suedeson brand, 5) Brand love is
proven to affect brand loyalty for the Suedeson brand, 6) Brand innovativeness is proven to
affect brand loyalty through the mediation of brand love for the Suedeson brand, and 7) Social
media marketing activity affects brand loyalty through the mediation of brand love for the
Suedeson brand. Social media marketing affects brand loyalty by mediating brand love for the
Suedeson brand.
For local luxury fashion brand business actors, it is hoped that they will be able to
increase brand innovation to maintain customer loyalty through activities that offer creative
solutions, provide new offers, meet customer needs, increase marketing activities on social
media to maintain customer loyalty through interactivity, informative, trends, and e-wow
activities, and increase customer love for brands to maintain brand loyalty through uniqueness,
fun, intimacy, and memories. This study's measurement of brand loyalty is limited to brand
innovativeness, social media marketing activity, and brand love. Future research can add other
variables not contained in this study, such as brand engagement, self-congruence, and brand
experience.
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