DOI: 10.36347/sjebm.2021.v08i09.001

Pages: 364-367

Gucci is a luxury Italian brand. To maintain its existence, Gucci needs to apply two theories of consumer behavior, which are perceived quality and brand loyalty. Gucci already has augmented reality in their mobile application to increase perceived quality. To increase brand loyalty, Gucci has a mobile application called "Luce" that allows them to deliver totally individualized service to its consumers. However, millennial consumers need to attract more novel consumer behavior techniques. The author proposes Gucci invite a special group of consumers to exclusive events more often to increase their perceived quality and add gamification elements in their mobile application to increase brand loyalty.