ANALISIS PENGARUH PRODUCT QUALITY, BRAND IMAGE DAN PRICE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA KONSUMEN ZARA DI SURABAYA

Abstract

In the beginning, fashion was created due to the desire of women to look attractive. Fashion can be created because of the desire of one artist who wants to sketch clothes that can fulfill the desire of the people of his day. Every year fashion has a different model following the generation in each season which has different characteristics. This study aims to determine how the effect of product quality, brand image and price on customer loyalty through customer satisfaction. The expected benefit of this study is to add to the repertoire of knowledge in the field of management, especially how much influence Customer Satisfaction has on increasing Customer Loyalty which will ultimately increase to ongoing transaction of Zara in Surabaya. This research is a causal study. The research method used is a quantitative method by processing data using SPSS. Data Collection was done by distributing questionnaires to 150 respondents with characteristics of male and female respondents aged 18- 60 years, domiciled in Surabaya, having shopped at Zara in Surabaya in six months. The results showed that the product quality variable had a significant effect on customer satisfaction with a regression coefficient of 0.424; brand image variable has a significant effect on customer satisfaction with a regression coefficient of 0.258; price variable has a significant effect on customer satisfaction with a regression coefficient of 0.279; product quality variable has a significant effect customer loyalty with a regression coefficient of 0.208; brand image variable does not have a significant effect on customer loyalty with a regression of 0.052; price variable has a significant effect on customer loyalty with a regression coefficient of 0.304 and the customer satisfaction variable has a significant effect on customer loyalty with a regression coefficient 0.344.