Pengaruh Customer Engagement, Customer Trust, Brand Attachment dan Brand Image terhadap Brand Loyalty di Uniqlo Indonesia

Hansel, Hendry (2022) Pengaruh Customer Engagement, Customer Trust, Brand Attachment dan Brand Image terhadap Brand Loyalty di Uniqlo Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Hendry Hansel (01011180162), 2022. PENGARUH CUSTOMER ENGAGEMENT, CUSTOMER TRUST, BRAND ATTACHMENT DAN BRAND IMAGE TERHADAP BRAND LOYALTY DI UNIQLO INDONESIA Uniqlo merupakan brand fashion yang memproduksi pakain casual. Uniqlo juga memproduksi pakaian olahraga seperti tenis dan golf. Uniqlo teguh terhadap value dari brand dan juga memberikan informasi yang aktual tentang produk yang dijual melalui platform digital mereka. Uniqlo walau. Uniqlo sendiri lebih menekankan terhadap e-commerce dibandigkan toko fisik. Data yang digunakan dalam penelitian ini dikumpulkan dengan menyebarkan kuesioner melalui google form dengan jumlah sampel 300 responden. Penelitian ini menggunakan metode analisa SPSS 26. Hasil penelitian ini menunjukan bahwa Brand Attachment tidak berpengaruh positif terhadap Brand Loyalty, Customer Trust berpengaruh positif terhadap Brand Loyalty, Customer Engagement tidak berpengaruh positif terhadap Brand Loyalty, dan Brand Image berpengaruh positif terhadap Brand Loyalty. Penelitian ini bertujuan untuk melihat seberapa besar pengaruh Brand Loyalty terhadap bisnis retail ini. Kata Kunci: PENGARUH CUSTOMER ENGAGEMENT, CUSTOMER TRUST, BRAND ATTACHMENT DAN BRAND IMAGE TERHADAP BRAND LOYALTY DI UNIQLO INDONESIA

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