Pengaruh interaction with other customers, celebrity image, service quality, atmosphere dan product quality terhadap positive emotions untuk meningkatkan loyalty pada cotton ink store di Jakarta

Rosantika, Rosantika (2020) Pengaruh interaction with other customers, celebrity image, service quality, atmosphere dan product quality terhadap positive emotions untuk meningkatkan loyalty pada cotton ink store di Jakarta. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Fashion merupakan suatu hal yang harus dimiliki dalam setiap indivisu, dan sangat berperan aktif dalam kehidupan sehari-hari. Salah satu Cotton Ink, Cotton Ink merupakan brand fashion local Indonesia yang menarik perhatian pelanggannya, Cotton Ink juga memiliki pesaing yang banyak. Oleh karena itu, hadirnya Cotton Ink sebagai Brand Fashion Lokal sangatlah berpengaruh dalam perkembamgan fashion di Indonesia. Penelitian ini ditujukan untuk menganalisa pengaruh variable interaction with other customers, celebrity image, service quality, atmosphere dan product quality terhadap positive emotions untuk meningkatkan loyalty pada Cotton Ink Store di Jakarta. Sampel penelitian ini yaitu laki-laki dan perempuan, berusia 18-60 tahun, berdomisili Jakarta dan pernah melakukan 2 kali pembelian dan penggunaan produk Cotton Ink dalam kurun waktu 6 bulan terakhir sejumlah 132 responden. Untuk pengolaan dan analisis data dalam penelitian ino mengginakan SPSS 20.0 Temuan impiris tersebut mengindikasi bahwa hubungan interaction with other customers memiliki pengaruh terhadap positive emotions dengan koefisien regresi sebesar 0.170, celebrity image tidak memiliki pengaruh terhadap positive emotions dengan koefisien regresi sebesar 0.091, service quality memiliki pengaruh terhadap positive emotions dengan koefisien regresi sebesar 0.237, atmosphere memiliki pengaruh terhadap positive emotions dengan koefisien regresi sebesar 0.191, product quality memiliki pengaruh terhadap positive emotions dengan koefisien regresi sebesar 0.273 dan positive emotions memiliki pengaruh terhadap loyalty dengan koefisien regresi sebesar 0.395 / Fashion is a thing that must be had in every individual, and very active role in everyday life. One of Cotton Ink, Cotton Ink is a local Indonesian fashion brand that attracts the attention of its customers, Cotton Ink also has many competitors. Therefore, the presence of Cotton Ink as a Local Fashion Brand is very influential in the development of fashion in Indonesia. This study aimed to analyze the effect of variable interaction with other customers, celebrity images, service quality, atmosphere and product quality on positive emotions to increase loyalty at the Cotton Ink Store in Jakarta. The sample of this research is male and female, aged 18-60 years, domiciled in Jakarta and have made 2 purchases and use of Cotton Ink products in the past 6 months totaling 132 respondents. For data processing and analysis in this study using SPSS 20.0 These impulse findings indicate that the relationship of interaction with other customers has an influence on positive emotions with a regression coefficient of 0.170, celebrity images do not have an effect on positive emotions with a regression coefficient of 0.091, service quality has an influence on positive emotions with a regression coefficient of 0.237, the atmosphere has influence on positive emotions with a regression coefficient of 0.191, product quality has an influence on positive emotions with a regression coefficient of 0.273 and positive emotions have an influence on loyalty with a regression coefficient of 0.395

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