A study of factors affecting brand loyalty among University Malaysia Kelantan students

The purpose of this study is to investigate the many elements that influence brand loyalty among students at Universiti Malaysia Kelantan (UMK). Understanding the variables that lead to brand loyalty is critical in today's competitive market, especially the rising importance of brand loyalty. The purpose of this study is to identify these elements and examine their influence on students' brand loyalty. Respondents were sent online questionnaires using Google Forms, which were then analysed using SPSS and SmartPLS software. Cognitive consumer brand engagement, emotional consumer brand engagement, behavioural consumer brand engagement, and satisfaction consumer brand engagement are the characteristics being investigated. Preliminary studies indicate a substantial relationship between these parameters and UMK students' brand loyalty. However, more study is required to verify these findings and investigate additional relevant factors. This study adds to the academic community's understanding of consumer behaviour and gives significant information for firms looking to increase brand loyalty among university students.