Pengaruh brand awareness, perceived quality, dan brand image terhadap brand loyalty Uniqlo

Suwandi, Kevin and Krisniamurti, Kun Puja and Tantowi, Stevani (2019) Pengaruh brand awareness, perceived quality, dan brand image terhadap brand loyalty Uniqlo. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dalam dunia bisnis fashion yang sedang berkembang di Asia, merek menjadi salah satu hal yang penting untuk diperhatikan dalam memenuhi kebutuhan konsumen. Penelitian ini bertujuan untuk menguji pengaruh brand awareness, perceived quality, dan brand image terhadap brand loyalty di bisnis pakaian. Konsumen Uniqlo digunakan sebagai sampel dengan jumlah responden 50 orang dan dianalisis menggunakan SmartPLS untuk mengetahui pengaruh yang diberikan setiap variabel terhadap loyalitas merek sebuah produk pakaian. Hasil penelitian menunjukkan bahwa brand awareness berpengaruh secara positif dan signifikan terhadap brand image dan brand loyalty. Brand image juga dapat mempengaruhi brand loyalty secara positif dan signifikan, serta mampu memediasi pengaruh positif brand awareness dan perceived quality terhadap brand loyalty. Namun penelitian ini menunjukkan perceived quality tidak berpengaruh terhadap brand loyalty.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Suwandi, KevinNIM00000006642kevinsuwandi8094@gmail.com
Krisniamurti, Kun PujaNIM00000025562pujakrisnia7@gmail.com
Tantowi, StevaniNIM00000022762stevanitantowi@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSuhardjo, SusiloNIDN8881220016UNSPECIFIED
Uncontrolled Keywords: merek; kesadaran merek; persepsi kualitas; citra merek; loyalitas merek; bisnis pakaian
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Users 1961 not found.
Date Deposited: 25 Feb 2020 08:18
Last Modified: 22 Apr 2020 04:06
URI: http://repository.uph.edu/id/eprint/7975

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