The purpose of this study was to analyze the effect of fashion innovativeness and brand love on brand loyalty for consumers of local clothing brand products in Malang City. With the rapid development of the fashion industry in Indonesia, it will be a major challenge in the creative economy, as well as an increasing ability to build consumer loyalty. The research method uses a quantitative approach with a population of all consumers who have purchased local clothing brands in Malang City. The sampling technique used purposive sampling. Data analysis was carried out by multiple regression. The results showed that fashion innovativeness has a significant positive effect on brand loyalty. Similarly, brand love is proven to have a significant positive effect on brand loyalty. The coefficient of determination (adjusted R²) of 0.529 indicates that the two independent variables together influence brand loyalty by 52.9%. This finding confirms that innovation in fashion and consumers' emotional attachment to brands play an important role in building brand loyalty.
Liana et al. (Fri,) studied this question.