| dc.description.abstract | Fashion world is never deserted from enthusiasts, every season change
there is always the latest fashion trends of each brand with their respective
attractiveness. For that very important to always maintain the quality and first
mover strategy to always be the flagship in the world of fashion. Zara is a famous
fashion brand worldwide and always provide the latest fashion style in every
season with its own distinctive characteristics. In 1975, Ortega set up a Zara store
in front of the most important shopping mall in the Spanish city. The place is a
very strategic location. Its business continues to advance rapidly because of its
cheap price and luxurious quality. In 1989, Ortega was noted to have opened
nearly 100 Zara stores in Spain. Currently, there are more than 1,700 Zara stores
in 86 countries spread across six continents. (kaoskeane.yukbisnis.com
downloaded in July 2018).
This research is aimed to know the influence of product quality, service
quality, ideal self congruence, brand identification, lifestyle congruence to
customer satisfaction and customer satisfaction toward Zara brand loyalty in
Surabaya.
This study uses a sample of Zara product customers domiciled in
Surabaya, men and women, who shop at Zara Surabaya more than twice in the
past year, with a vulnerable age of 17 years - over 40 years, a total of 110
respondents. Data processing in this study using SPSS software version 22.0. the
result of the analysis shows that Product Quality has positive and significant effect
to customer satisfaction of Zara customer in Surabaya, Service Quality has
positive and significant effect to customer satisfaction of Zara customer in
Surabaya, Ideal Self Congruence has positive and significant impact on customer
satisfaction of Zara customer in Surabaya, Brand Identification has an effect
positive and significant to customer satisfaction of customer Zara in Surabaya,
Lifestyle congruence have positive and significant effect to customer satisfaction
of Zara customer in Surabaya, Customer Satisfaction have positive and
significant impact to customer loyalty of Zara in Surabaya | en_US |
