Analisis Faktor-Faktor yang Mempengaruhi Brand Loyalty yang Dimediasi oleh Customer Satisfaction dari Produk Uniqlo di Kota Batam
DOI:
https://doi.org/10.32493/JEE.v6i2.37367Keywords:
Brand Loyalty, Customer Satisfaction, Brand EquityAbstract
Penelitian ini bertujuan untuk menganalisa faktor-faktor yang dapat mempengaruhi brand loyalty yang dimediasi oleh customer satisfaction dari produk Uniqlo di Kota Batam. Responden pada penelitian ini dikumpulkan melalui google forms dalam bentuk kuesioner. Jumlah responden yang terkumpul untuk penelitian ini adalah sebanyak 330 responden. Data yang terkumpul diolah menggunakan aplikasi SmartPLS 3.2.9 dan SPSS 26. Hasil penelitian ini menunjukkan bahwa customer satisfaction berpengaruh signifikan positif terhadap brand loyalty. Selain itu perceived quality, perceived value of cost, trust, lifestyle congruence, dan brand image juga berpengaruh signifikan positif terhadap customer satisfaction. Namun dibalik itu brand identification tidak berpengaruh signifikan positif terhadap customer satisfaction. Penelitian ini juga menunjukkan bahwa customer satisfaction mampu memediasi perceived quality, perceived value of cost, trust, lifestyle congruence dan brand image terhadap brand loyalty. Namun customer satisfaction tidak mampu memediasi brand identification terhadap brand loyalty.
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