The researcher is highly interesting that there are a lot of opinions. This study investigated effects of perceived quality, brand experience, customer satisfaction, brand identification, brand love on brand loyalty for apparel Harley Davidson. There are 5 of the important components role on the brand loyalty that become the goals of the company, so the customer did not choose another brand.
This research is categorized as survey research with descriptive analysis method by taking sample from population and using questionnaire as the main data. The population in this research is all customers of Apparel Harley Davidson in Jakarta. The respondents are chosen by using non-probabilitas sampling and convenience sampling technique.
Analysis of this research using Structural Equation Modeling (SEM) multiple regression model are: (1) Perceived Quality have a significant influence on customer satisfaction (2) Brand experience have a significant influence on customer satisfaction. (3) Satisfaction have a significant influence on Brand Loyalty (4) Brand Identification have a significant influence on Brand Loyalty (5) Brand Identification have a significant influence on Brand Love (6) Brand Love have a significant influence on Brand Loyalty.
Keywords : perceived quality, brand experience, satisfaction, brand identification, brand love, brand loyalty.