Along with the development of industry, entertainment, information and technology, style of fashion becomes a medium to demonstrate the existence of a person in the community. By following certain fashion, people can show their true identity. The purpose of this study was to determine the role of the Self Concept Connection, Brand Love, Brand Trust and Brand Image on the increase Brand Loyalty.
The focus of this study object is On brand H&M in Jakarta region. The data used in this study were gathered by spreading the questionnaires to users who have purchased the brand H&M is more than one time. This study used convinience sampling as a sampling technique and obtained 158 respondend and this data processed into this study result. This study uses SEM analyze to test the data.
The result of this study is 1). Self Concept Connection positive and significant impact on Brand Love on the brand H&M. 2). Brand Love not affect the increase Brand Loyalty to the brand H&M. 3). Self Concept Connection not affect the increase Brand Loyalty to the brand H&M. 4). Brand Trust positive and significant effect on the increase Brand Loyalty to the brand H&M. 5) Brand Image positive and significant effect on the increase BrandLoyaltyto the brand H&M.
Keyword : Self Concept Connection, Brand Love, Brand Trust, Brand Image, Brand Loyalty.