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

Dewi, Ni Nyoman Novi Santi Dewi (2022) Analisis pengaruh faktor product quality, product style, product price, brand image, service quality dan store environment terhadap brand loyalty pada pelanggan Zara di Surabaya. Masters thesis, Universitas Pelita Harapan.

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Abstract

Masyarakat di Indonesia saat ini sangat mudah mengikuti tren fashion yang ada dengan berbagai macam produk dan model fashion, untuk melengkapi penampilan mereka setiap hari agar lebih menarik dan stylish. Saat ini, di Indonesia retail fashion sudah semakin beragam dengan munculnya merek-merek baru dimulai dari merek dalam negeri hingga merek luar negeri. Salah satu peritel asing yang ikut meramaikan persaingan antar ritel khususnya di bidang fashion di Indonesia ini adalah Zara. Penelitian ini dilakukan untuk mengetahui pengaruh faktor Product Quality, Product Style, Product Price, Brand Image, Service Quality dan Store Environment terhadap Brand Loyalty pada Pelanggan Zara di Surabaya. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh faktor Product Quality, Product Style, Product Price, Brand Image, Service Quality dan Store Environment terhadap Brand Loyalty pada Pelanggan Zara di Surabaya Jenis penelitian yang digunakan merupakan riset kausalitas dengan desain penelitian kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 135 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, dan pernah membeli produk Zara dalam dua tahun terakhir 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 store Zara dalam 2 tahun terakhir. Hasil penelitian menunjukkan bahwa Product Quality dengan koefisien regresi sebesar 0.464; Product Style dengan koefisien regresi sebesar 0.370; Product Price dengan koefiesien regresi sebesar 0.723; dan Service Quality dengan koefiesien regresi sebesar 0.256 secara positif dan signifikan mempengaruhi Brand Loyalty; Brand Image dengan koefiesien regresi sebesar 0.044; dan Store Environment dengan koefisien regresi sebesar 0.042, secara positif dan tidak signifikan mempengaruhi Brand Loyalty. / People in Indonesia are currently very easy to follow the existing fashion trends with a variety of products and fashion models, to complement their appearance every day to make it more attractive and stylish. Currently, in Indonesia, fashion retail has become increasingly diverse with the emergence of new brands starting from domestic brands to foreign brands. One of the foreign retailers that has enlivened the competition between retailers, especially in the fashion sector in Indonesia, is Zara. 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 Zara 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 Zara’s store at least two years. The results showed that Product Quality with regression coefficient of 0.464; Product Style with regression coefficient of 0.370, Product Price with regression coefficient of 0.723, and Service Quality with regression coefficient of 0.256, positive and significantly affect Brand Loyalty; Brand Image with regression coefficient of 0.044 and Store Environment with regression coefficient of 0.042, positive and not significantly affect Brand Loyalty.

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