THE INFLUENCE OF VIDEO MARKETING CONTENT STRATEGY ON YOUTUBE ON CONSUMER LOYALTY TO FASHION BRANDS
Keywords:
Video Content, Marketing, YouTube, Consumer Loyalty, Fashion BrandsAbstract
This research aims to analyze the influence of video marketing content strategies on YouTube on consumer loyalty to fashion brands. Video marketing on the YouTube platform has become one of the most effective tools for connecting with consumers directly and personally. Using a literature review method, this research identified various types of video content that play an important role in forming consumer loyalty, such as tutorials, behind-the-scenes, customer testimonials, and new product launches. Each type of content not only contributes to increasing consumer awareness and understanding of the product, but also strengthens the emotional connection and trust between consumers and brands. The analysis results show that fashion brands that consistently release relevant and interesting content on YouTube are able to create stronger and more sustainable relationships with their consumers. Authentic and high-value video content helps in building deeper trust and affinity, ultimately increasing consumer loyalty. This research concludes that the right video marketing content strategy on YouTube is not only effective in retaining existing consumers but also has the potential to attract new consumers through positive word-of-mouth mechanisms. The continued implementation of this strategy is the main key in maximizing consumer loyalty to fashion brands in the current digital era.
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