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) | ||||||||||||
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Additional Information: | SK 11-07 PUT p | ||||||||||||
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 |
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Depositing User: | Users 1961 not found. | ||||||||||||
Date Deposited: | 25 Feb 2020 08:18 | ||||||||||||
Last Modified: | 30 Nov 2021 08:07 | ||||||||||||
URI: | http://repository.uph.edu/id/eprint/7975 |
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