Marcya Vanessa Glory Pical, Novita Novita

Anteseden Loyalitas Konsumen Keturunan Maluku Pada Merek Fashion M-Artwear

Introduction

Anteseden loyalitas konsumen keturunan maluku pada merek fashion m-artwear. Analisis loyalitas konsumen keturunan Maluku pada merek fashion M-Artwear. Temukan pengaruh Value Congruity, identifikasi, engagement, dan komitmen afektif merek terhadap loyalitas.

Abstract

The development of local brands is currently increasingly highlighting cultural values ​​as the main attraction in shaping consumer preferences for a brand. M-Artwear as a local brand from Maluku has succeeded in presenting a strong cultural identity through messages contained in product design. This study aims to analyze the effect of Value Congruity on Brand Loyalty through customer-brand identification and customer-brand engagement. This study uses a quantitative approach. Data were collected by distributing questionnaires to respondents who have Maluku blood, understand the brand design philosophy and have purchased the product. The data analysis technique used Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the help of SmartPLS 4.0 software. The variables studied consisted of Value Congruity, Customer Brand Identification, Customer Brand Engagement, affective brand commitment, and Brand Loyalty. The results showed that Value Congruity has a positive and significant effect on customer-brand identification and customer-brand engagement, but not directly on affective commitment or Brand Loyalty. Consumer brand identification is proven to have a significant influence on consumer brand engagement and affective commitment, while only affective commitment has a significant influence on Brand Loyalty.

Review

This paper investigates the antecedents of consumer loyalty among individuals of Maluku descent towards the local fashion brand M-Artwear. The study is particularly relevant given the increasing trend of local brands leveraging cultural values to differentiate themselves and attract consumers, a strategy effectively employed by M-Artwear with its strong Maluku cultural identity embedded in product design. The core objective is to analyze the mediating roles of customer-brand identification and customer-brand engagement in the relationship between value congruity and brand loyalty, offering insights into how cultural resonance translates into sustained consumer relationships. Employing a quantitative research approach, the study utilized questionnaires distributed to a specific target demographic: respondents of Maluku descent who possess an understanding of M-Artwear's design philosophy and have previously purchased its products. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) via SmartPLS 4.0. The model incorporated five key variables: Value Congruity, Customer Brand Identification, Customer Brand Engagement, Affective Brand Commitment, and Brand Loyalty. The findings reveal a significant positive effect of Value Congruity on both customer-brand identification and customer-brand engagement. However, Value Congruity was not found to directly influence affective commitment or brand loyalty. Instead, customer-brand identification emerged as a significant predictor of both customer-brand engagement and affective commitment, with the latter, affective commitment, being the sole significant direct antecedent of Brand Loyalty. This research makes a valuable contribution by empirically demonstrating the intricate path through which cultural value congruity fosters loyalty in a specific ethnic consumer segment. A key strength lies in its focused examination of M-Artwear, providing a concrete case study for understanding cultural branding. The findings underscore the importance of fostering customer-brand identification and, subsequently, affective commitment, as critical intermediaries between value alignment and brand loyalty. While the study provides robust insights within its defined scope, future research could explore the generalizability of these findings across different cultural groups or local brands, and investigate potential moderating factors that might influence these relationships. This study offers crucial strategic implications for local brands aiming to cultivate strong, loyal customer bases by authentically integrating cultural heritage into their brand identity and consumer engagement strategies.

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