Pengaruh Inovasi Visual Branding Dan Desain Fasilitas (Desain Support Fasilities) Terhadap Nilai Pelanggan Unkl347
DOI:
https://doi.org/10.32493/jpkpk.v7i1.33621Keywords:
Inovasi, Visual Branding, Desain Fasilitas, Nilai Pelanggan, Branding, DesainAbstract
Tujuan dari penelitian ini adalah untuk menguji/ membuktikan apakah inovasi visual branding dan desain fasilitas berpengaruh dalam mendukung terciptanya nilai pelanggan, baik secara simultan dan parsial pada Unkl347 di Bandung. Pelanggan merupakan alasan terciptanya persaingan usaha, dengan demikian pengusaha berlomba melakukan inovasi agar dapat menarik pelanggan dan dapat bersaing. Jenis penelitian ini adalah deskriptif dan verifikatif dengan metode penelitian descriptive dan verifikatif. Data diperoleh melalui observasi, wawancara dan kuesioner dan data perusahaan yang relevan. Hasil pengumpulan data dengan sumber primer diperoleh dari jumlah sampel sebanyak 100 responden. Metode analisis yang digunakan adalah analisis jalur (path analysis). Design fasilitas memiliki pengaruh yang lebih besar daripada nilai Inovasi visual branding sebagaimana yang telah dibuktikan dalam penelitian ini, hendaknya design fasilitas tetap dijaga dan ditingkatkan dan untuk Inovasi visual branding sebaiknya dievaluasi dengan selalu memperhatikan opini dari pelanggan dalam rangka meningkatkan kemajuan dan keuntungan perusahaan demi mewujudkan keunggulan bersaing antara beberapa pengusaha clothing yang ada di Bandung.References
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