PENGARUH CUSTOMER BRAND ENGAGEMENT, BRAND EXPERIENCE, DAN BRAND IMAGE TERHADAP BRAND LOYALTY PADA HIJAB LAFIYE

The growth of modest fashion in Indonesia creates both opportunities and challenges for local brands such as Lafiye. In addition to offering differentiation through active social media engagement, the use of premium Tencel™ fabric, and a minimalist yet elegant brand concept, Lafiye also faces challenges related to product quality consistency. Several consumer reviews on e-commerce platforms indicate quality inconsistencies, such as differences in materials between batches and product defects, although the majority of customers provide positive feedback. The effectiveness of Lafiye's strategy in fostering brand loyalty is thus still a critical question. This study aims to analyze the influence of customer brand engagement, brand experience, and brand image on brand loyalty for Lafiye hijab products. This study uses a quantitative approach with a sample of 220 respondents selected through purposive sampling. Data were analyzed using multiple linear regression in SPSS. The results show that the three independent variables have a positive and significant influence on brand loyalty, with brand experience being the most dominant variable.