Fast fashion is a phenomenon in the clothing industry that offers the
latest fashion trends at low prices and fast production times. one of the
famous brands is H&M. In Indonesia, H&M has spread to 19 cities in the
last 8 years.This study aims to analyze the effect of brand image brand
satisfaction brand trust on H&M customer brand loyalty in the
Jabodetabek area. Data collection was carried out by distributing online
questionnaires via G-form. Multiple linear regression methods are used
as data processing methods. The results of this study partially the
Brand Image variable has no significant effect on brand loyalty, and the
Brand Satisfaction variable, and Brand Trust have a significant positive
effect on Brand Loyalty. Simultaneously all dependent variables affect
the Brand Loyalty variable. In this study, all independent variables can
influence the dependent variable by 58%.