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Analysis Of The Effect Of Product Quality, Product Style, Product Price, Brand Image, Service Quality And Store Environment Factors On Brand Loyalty On Uniqlo Customers In Surabaya

Volume: 69  ,  Issue: 1 , January    Published Date: 06 February 2021
Publisher Name: IJRP
Views: 1565  ,  Download: 1621 , Pages: 287 - 301    
DOI: 10.47119/IJRP100691120211680

Authors

# Author Name
1 Wenny Geovani, S.M
2 Dr. Ronald, S.T.,M.M
3 Dr. Amelia S.E., RFP-I., M.M.

Abstract

The development of the fashion world in Indonesia has also increased quite rapidly. Fashion is any fashion of clothing or accessories that is popular in a certain place within a certain period of time too. The fastest growing fashion is clothes, this is due to the very fast changing of clothes. One of the fashion items that enter shopping centers in Surabaya is Uniqlo. Uniqlo is a fashion retailer from Japan that offers causal clothing for anyone. Uniqlo products have a function and are made of good materials, such as women's jeans which are elastic so they are suitable for daily activities. 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 Uniqlo 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 Uniqlo at least 1 year.The results showed that Product Quality with regression coefficient of 0.369; Product Style with regression coefficient of 0.277, Product Price with regression coefficient of 0.635, and Service Quality with regression coefficient of 0.238, positive and significantly affect Brand Loyalty; Brand Image with regression coefficient of 0.015 and Store Environment with regression coefficient of 0.021, positive and not significantly affect Brand Loyalty

Keywords

  • product quality
  • product style
  • product price
  • brand image
  • store environment
  • brand loyalty
  • service quality