| dc.description.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. | en_US |
