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