Journal of Economics and Sustainable Development www.iiste.org ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online) Vol.12, No.20, 2021 19 The Effect of Brand Salience and Community on Brand Love, Loyalty and Brand Advocacy (Survey on Riamiranda Brand Customers in Indonesia) Farida Akbarina* State Polytechnic of Malang Tundung Subali Patma State Polytechnic of Malang Sanita Dhakirah State Polytechnic of Malang Abstract Consumers in their decision-making process have undergone changes, which were originally simple behaviors that have developed into complex and highly dynamic processes. The purpose of this study is to analyze the influence of brand salience and community on brand love, loyalty and brand advocacy” (a survey of Riamiranda brand customers in Indonesia). The approach used in this research is explanatory research (explanatory research) with a quantitative paradigm and survey methods. The research was conducted throughout Indonesia and was conducted with an online survey with the consideration to reach all respondents in Indonesia without borders (borderless). The population used is all Riamiranda customers in Indonesia. The number of the population cannot be known with certainty so that the sample in this study was determined using the Machin and Campbell (1989) formula so that the research sample was rounded off from the first iteration of 200 respondents. The sampling technique that can be used is purporsive sampling. The results show 1) Brand Salience has a positive and significant influence on Brand Love 2) Brand Salience has a positive and significant influence on Loyalty 3) Community has a positive and significant influence on brand love 4) Community has a positive and significant influence on loyalty 5) brand love has a positive and significant influence on loyalty. The brand salience variable has a dominant influence on brand love and loyalty so that if HRM wants to increase consumer loyalty, what must be considered is product knowledge, Keywords: brand salience, brand love, community, loyalty DOI: 10.7176/JESD/12-20-03 Publication date:October 31 st 2021 1. Introduction Consumers in their decision-making process have undergone changes, which were originally simple behaviors that have developed into complex and highly dynamic processes. This change is nothing but influenced by interactions with the environment both from within the company and from outside the company. The Theory of Reasoned Action (TRA) proposed by Fishbein and Ajzen (1975) is a theory of attitudes and/or behavior that creates a causal relationship between attitudes, subjective norms, behavioral intentions and behavior. This theory deals with awareness and the relationship between intention to do and a person's actual behavior. Consumers can feel immediately the results of doing positive behavior. Consumers will have a positive attitude to carry out future behavior. Furthermore, Fishbein and Ajzen (1975) suggested that behavioral intention which is a direct antecedent to behavior is a full belief to perform a certain behavior and will lead to certain results. Individual intention to perform behavior is a combination of attitude towards behavior and subjective norms which include behavioral beliefs, evaluation of behavioral outcomes, subjective norms, normative beliefs and motivation to behave. Consumer behavior as mentioned by Sciffman and Kanuk (2008) reveals that the study of consumer behavior focuses on the way individuals make purchasing decisions related to consumption. Consumer behavior studies are needed to identify what consumers buy, why buy, when to buy, where to buy, how often to buy and how often to use. The study of consumer behavior allows marketers to understand consumer behavior in the purchase decision process embodied in the marketing concept. Brand salienceis important because it strongly influences the purchase intentions of customers when they make purchasing decisions. When a customer makes a purchase for a brand that is in his mind, the experience of using the product that has been repeated has left a good impression and can lead to brand love. Consumers who have an understanding of the importance of brands for themselves, especially in the context of fashion, tend not to easily choose any brand for their clothing choices. Especially if the brand offers more value than other similar fashion brands. So that it can make customers become loyal. Brand Salience(Shaw, 2010), is the tendency of the brand to be thought of by consumers or in other words