Pengaruh Sustainable Lifestyle, Eco-Friendly Packaging, Dan Brand Image Terhadap Loyalitas Konsumen Produk Fashion Looklikespin Di Kota Malang

Abstract

Abstract 

The fashion industry is one of the largest contributors to global environmental problems, making sustainability issues increasingly influential on consumer behavior, including toward local brands that have not yet implemented actual eco-friendly practices. This study aims to analyze the influence of sustainable lifestyle, eco-friendly packaging, and brand image on consumer loyalty toward LookLikeSpin fashion products in Malang City. This research employed a quantitative explanatory approach with a sample of 100 respondents who were LookLikeSpin consumers with a minimum of two purchases, determined through purposive sampling. Data were collected using questionnaires and analyzed using multiple linear regression with SPSS. The results show that sustainable lifestyle, eco-friendly packaging, and brand image each have a positive and significant effect on consumer loyalty, both partially and simultaneously, with a coefficient of determination (R²) of 0.645, indicating that the three variables explain 64.5% of the variance in consumer loyalty. Sustainable lifestyle exerts the most dominant influence among the three variables. These findings confirm that consumer perceptions of sustainability can form and affect loyalty even when a brand has not actually implemented eco-friendly practices. This study offers implications for fashion MSMEs to strengthen environmental communication, improve packaging design, and build a positive brand image to enhance consumer loyalty.

Keywords: Sustainable Lifestyle; Eco-Friendly Packaging; Brand Image