PENGARUH PRODUCT QUALITY, SERVICE QUALITY, PRICE, DAN BRAND IMAGE GIORDANO TERHADAP CUSTOMER SATISFACTION DAN REPURCHASE INTENTION DI SURABAYA
Abstract
The growth of fashion retail in Indonesia is increasingly a lot and this is
supported by the need for clothing in Indonesia are demanding more and more with
the developments of the current fashion that makes a fashion brand started popping
up in Indonesia. So the fashion industry in Indonesia increasingly compete to attract
consumers to buy their fashion products. One foreign fashion brands to enter
Indonesia is Giordano. Variables used in this study there are six variables: Product
Quality, Service Quality, Price, Brand Image, Customer Satisfaction, and Repurchase
Intention, these variables are variables that exist within this object Giordano.
This research uses quantitative approach with simple regression and multiple
regression analysis and SPSS 22 (Statistical Product and Service Solution) program,
because this research is used to explain the causal relationship between the variables
in the research model, that is Product Quality to Customer Satisfaction, Service
Quality to Customer Satisfaction, Price to Customer Satisfaction, Brand Image to
Customer Satisfaction, and Customer Satisfaction to Repurchase Intention.
The empirical findings indicate that Customer Satisfaction has the greatest
influence on Repurchase Intention compared to other variables with regression
coefficient 0.641. Then Brand Image variable has the second largest influence which
has regression coefficient value 0.343. Further Product Quality variables have the
third largest influence on Customer Satisfaction which has the value of regression
coefficient 0.243. The Price variable has a fourth low effect which has a regression
coefficient value of 0.243. And Service Quality variable has the lowest influence to
Customer Satisfaction with regression coefficient equal to 0.168