ANALISIS PENGARUH VARIABEL STORE NOVELTY, STORE DESIGN PLEASURE DAN RETAIL PRICE TERHADAP BRAND LOYALTY MELALUI CUSTOMER SATISFACTION PADA STORE CHARLES & KEITH DI SURABAYA

Abstract

Fashion industry is currently growing rapidly along with the times, this of course, the impact of competitive competition in the fashion industry market. It is undeniable that Indonesians tend to prefer foreign-made products compared to local products, where people perceive better foreign-made products and prestige. So a great opportunity for the fashion industry abroad to offer its products in Indonesia. Charles & Keith is one of the brands in the fashion industry that entered into the market in Indonesia which of course is not the only fashion industry that penetrates into the Indonesian market. Where there are still many competitors from overseas are also constantly competing to offer excellence products to the people in the country. This is certainly a big warning for Charles & Keith Indonesia to continue to survive in the increasingly fierce market competition. This research is aimed to analyze the influence of Novelty Store, Store Design Pleasure and Retail Price on Brand Loyalty through Customer Satisfaction at Charles & Keith store customer in Surabaya. Using a quantitative approach with Structural Equation Model (SEM) and AMOS 22.0 software. Questionnaires were distributed to 120 respondents as a sample in which the respondents' characteristics consisted of men and women in the age range 18-60 years, consumers domiciled in Surabaya, had a minimum income of Rp 4,000,000 per month, had visited, bought and used Charles & Keith twice in the past year, and know the characteristics of Charles & Keith's products. The result of the research shows that Novelty Store has significant positive effect to Customer Satisfaction, Store Design Pleasure has significant positive effect to Customer Satisfaction, Retail Price has significant positive effect on Customer Satisfaction, Customer Satisfaction has significant effect on Brand Loyalty, Novelty Store has significant positive effect on Brand Loyalty, Store Design Pleasure have a significant positive effect on Brand Loyalty, Retail Price have significant positive effect to Brand Loyalty. Further research is expected to complement the existing variables in this research so that it can further refine the understanding of the factors affecting brand loyalty such as trust, WOM (word of mouth), price, advertising, and brand. Further research can be developed by linking factors affecting brand loyalty based on income levels. Future research may also extend the scope of the respondents to be researched, or conduct research in a different area from the current research. So that further research done give more description to brand loyalty