Orchestrating Sustainability, Governance, and Brand Loyalty in Vivizubedi's Modest Fashion Ecosystem: PLS-SEM Approach
DOI:
https://doi.org/10.35591/wahana.v29i2.996Keywords:
Modest Fashion, Sustainability, GCG, Communitization, Brand Loyalty, VivizubediAbstract
The modest fashion industry in the Industry 4.0 era demands more than aesthetic appeal; it requires ethical integration and communal engagement. This study investigates the impact of sustainability, perceived Good Corporate Governance (GCG), and communitization on brand loyalty among modest fashion consumers, specifically focusing on the Vivizubedi (VZ) brand. A quantitative research design utilizing Partial Least Square-Structural Equation Modeling (PLS-SEM) was employed. Data were collected through a digital questionnaire distributed to 304 loyal VZ Darling consumers. The empirical results indicate that this study identifies perceived Good Corporate Governance (GCG) as the primary driver of brand loyalty (β=0.735, t=13.255, p<0.01, f2=0.822), followed by communitization (β=0.175, t=2.933, p<0.01, f2=0.048). In contrast, sustainability shows an insignificant influence (β=−0.068, t=1.310, f2=0.008), suggesting it remains an abstract value for consumers. Collectively, these variables explain 65.9% of brand loyalty variance (R2 =0.659). These results confirm that VIVIZUBEDI consumers prioritize operational transparency and communal attachment over sustainability claims. Ultimately, this research provides empirical evidence that organizational integrity and social belonging are the foundational pillars of long-term loyalty in the modern modest fashion industry.
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