SEBUAH SYSTEMATIC LITERATURE REVIEW PADA LOYALITAS MEREK DALAM INDUSTRI ATHELEISURE : PERAN DARI KEAUTENTIKAN MEREK DAN KESESUAIN DIRI

Pratika Linanda

doi:10.31539/s9reng57

Authors

Pratika Linanda Universitas Tanjungpura

DOI:

https://doi.org/10.31539/s9reng57

Keywords:

Brand Loyalty, Brand Authenticity, Self Congruence, Atheleisure Market, SLR

Abstract

Pasar athleisure telah tumbuh pesat, menjadikan brand loyalty elemen kunci dalam strategi pemasaran merek-merek athleisure. Loyalitas konsumen dipengaruhi oleh brand authenticity dan kesesuaian citra merek dengan konsep diri konsumen (self-congruence). Artikel ini menyajikan Systematic Literature Review (SLR) yang memetakan kontribusi brand authenticity dan self-congruence terhadap brand loyalty di pasar athleisure dalam periode 2000–2024. Data diambil dari sekitar 20 artikel ilmiah terindeks yang diperoleh melalui Scopus AI dengan fokus pada tren terbaru pasca 2015. Analisis tematik mengidentifikasi mekanisme mediasi seperti brand attachment, trust, dan kepuasan, serta variasi pengaruh berdasarkan budaya dan karakteristik konsumen. Hasil review menunjukkan dimensi multidimensi brand authenticity dan self-congruence secara konsisten berhubungan positif dengan brand loyalty melalui jalur mediasi tersebut. Temuan menegaskan pentingnya strategi merek yang mengintegrasikan keaslian dan kesesuaian simbolik identitas konsumen, khususnya dalam konteks digital dan media sosial. SLR ini memperkaya pemahaman teoretis tentang loyalitas merek di segmen athleisure dan merekomendasikan penelitian lanjut pada konteks metaverse dan pola hubungan kompleks. Strategi merek harus adaptif terhadap konteks budaya dan generasi untuk memaksimalkan loyalitas.

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