EKSPLORASI PENGGUNAAN NFT DALAM PERKEMBANGAN PROGRAM LOYALITAS DI LINGKUNGAN KONSUMEN INDUSTRI FASHION

Abstract

This research explores the role of NFTs in increasing consumer loyalty in various sectors, especially the fashion industry. NFTs, as non-fungible digital assets, enable brands to offer unique and limited digital products, strengthening consumer interaction and engagement. This research shows that the application of NFTs can increase product exclusivity, as well as provide new, personalized experiences for consumers. The findings of this research contribute to the literature on digital innovation and brand loyalty strategies based on blockchain technology. This research uses a qualitative approach and the data collection methods used are observation, in-depth interviews with key informants, documentation informants, triangulation. Data collected using triangulation analysis, SWOT analysis, descriptive analysis with flow. The research results show NFTs can strengthen consumer loyalty through products that provide high emotional value and memorable digital experiences, while opening new pathways for digital engagement. This research is motivated by the development of the fashion industry in Indonesia. The aim of this research is to determine the influence of brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand uniqueness on consumer brand loyalty. In this research, the population is fashion product consumers in Indonesia, and the sample was taken using a purposive sampling technique