The Impact Of Digital Content Perceived Value On Ventela Fashion Brand Loyalty In Indonesia

Abstract

This research aims to understand the impact of digital content value on consumer loyalty to the Ventela fashion Brand in Indonesia. In the current digital era, social media and digital platforms have become the main channels for brands to convey messages, build images and interact with consumers. For fashion brands like Ventela, interesting and relevant digital content can be a key factor in creating sustainable consumer loyalty. This research uses a quantitative approach with a survey method, collecting data from a number of respondents who are Ventela consumers in various regions in Indonesia. The main focus of this research is to analyze how the value consumers perceive from Ventela's digital content, which includes aspects of entertainment, information, social interaction and personalization, can influence consumer loyalty. Loyalty is measured through consumer commitment in repeat purchases, satisfaction, trust, and desire to recommend the Brand to others. From the results of the analysis, this research is expected to find that digital content's perceived value plays a significant role in forming brand loyalty. These findings will provide important insights for the management of Ventela and other fashion brands in Indonesia in formulating effective digital marketing strategies. By improving the quality of digital content that provides more value for consumers, Brands are expected to be able to maintain consumer loyalty in the long term.