Analisis pengaruh faktor product quality, product style , product price, brand image, service quality, dan store environment terhadap brand loyalty pada pelanggan uniqlo di Surabaya

Geovani, Wenny (2020) Analisis pengaruh faktor product quality, product style , product price, brand image, service quality, dan store environment terhadap brand loyalty pada pelanggan uniqlo di Surabaya. Masters thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan dunia fashion di Indonesia juga mengalami peningkatan yang cukup pesat. Fashion adalah setiap mode pakaian atau aksesoris yang populer di tempat tertentu dalam kurun waktu tertentu juga. fashion yang paling cepat perkembangannya adalah baju, hal ini disebabkan karena pergantian model baju yang sangat cepat. Salah satu fashion yang masuk di pusat perbelanjaan di Surabaya adalah Uniqlo. Uniqlo merupakan salah satu retail fashion asal Jepang yang menawarkan pakaian kausal bagi siapapun. Produk Uniqlo memiliki fungsi dan terbuat dari bahan yang bagus, seperti jeans wanita yang terbuat dengan elastis sehingga cocok digunakan untuk aktifitas sehari-hari. Uniqlo juga mengeluarkan produk yang terbuat dari bahan airism, Uniqlo juga mengeluarkan produk Heattech dan Uniqlo juga menyediakan produk yang dapat digunakan untuk bersantai dan sesuai dengan kebutuhan konsumen. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh product quality, product style, product price, brand image, service quality dan store environment terhadap brand loyalty. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh product quality, product style, product price, brand image, service quality dan store environment sehingga meningkatkan brand loyalty pada pelanggan Uniqlo di Surabaya. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 125 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, dan pernah mengunjungi Uniqlo dalam 1 tahun terakhir. Hasil penelitian menunjukkan bahwa Product Quality dengan koefisien regresi sebesar 0.369;Product Style dengan koefisien regresi sebesar 0.277; Product Price dengan koefiesien regresi sebesar 0.635; dan Service Quality dengan koefiesien regresi sebesar 0.238 secara positif dan signifikan mempengaruhi Brand Loyalty; Brand Image dengan koefiesien regresi sebesar 0.015; dan Store Environment dengan koefisien regresi sebesar 0.021, secara positif dan tidak signifikan mempengaruhi Brand Loyalt. / The development of the fashion world in Indonesia has also increased quite rapidly. Fashion is any fashion of clothing or accessories that is popular in a certain place within a certain period of time too. The fastest growing fashion is clothes, this is due to the very fast changing of clothes. One of the fashion items that enter shopping centers in Surabaya is Uniqlo. Uniqlo is a fashion retailer from Japan that offers causal clothing for anyone. Uniqlo products have a function and are made of good materials, such as women's jeans which are elastic so they are suitable for daily activities. Uniqlo also releases products made from airism, Uniqlo also releases Heattech products and Uniqlo also provides products that can be used for leisure and according to consumer needs. The purpose of this study was to determine the effect of product quality, product style, product price, brand image, service quality and store environment of brand loyalty.The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how large the influence of product quality, product style, product price, brand image, service quality and store environment so as to increase Brand Loyalty for Uniqlo customers in Surabaya. This study is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 125 respondents with the characteristics of male and female respondents aged 18-60 years, and has visited Uniqlo at least 1 year. The results showed that Product Quality with regression coefficient of 0.369; Product Style with regression coefficient of 0.277, Product Price with regression coefficient of 0.635, and Service Quality with regression coefficient of 0.238, positive and significantly affect Brand Loyalty; Brand Image with regression coefficient of 0.015 and Store Environment with regression coefficient of 0.021, positive and not significantly affect Brand Loyalty

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