Analysis of the Effect of Trustworthiness, Congruence, Expertise, Familiarity, Brand Involvement, Brand Engagement towards Customer Loyalty for Coach x Selena Gomez Customers in Medan (2022)

The conduct of Indonesians, who easily understand and adopt the current fashion trends, is a huge support and opportunity for fashion entrepreneurs. Faced with an increasingly competitive market in the fashion industry, every company is indirectly expected to be able to boost its market competitiveness. One approach for fashion brand companies to debut or market their items is to encourage well-known celebrities to collaborate in order to attract customers' attention. The purpose of this research is to examine the influence of trustworthiness, expertise, congruence, familiarity, brand involvement, and brand engagement on consumer loyalty to Coach x Selena Gomez’s customers in Medan, Indonesia. With a total of 53 respondents, the sample used for this research has the following characteristics: domicile in Medan, 18-60 years old, recognition of Selena Gomez as an international artist, and purchase and use of Coach x Selene Gomez in the last five years. In this study, data is processed and analyzed using SPSS version 25 as data processing software. These empirical findings demonstrate that, based on the data processing done on the Coach x Selena object, the results of 5 hypotheses are accepted, and that there is a significant relationship between expertise, congruence, and familiarity with brand involvement, brand involvement with brand engagement, and brand engagement with customer loyalty. Meanwhile, an insignificant relationship was discovered between trustworthiness and brand involvement.