ANALISIS PENGARUH QUALITY OF PRODUCT, BRAND IMAGE, DAN QUALITY OF SERVICE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER TRUST PADA PELANGGAN UNIQLO DI SURABAYA

Abstract

The fashion industry has contributed to the contribution of Indonesia's national GDP (Gross Domestic Product). The fashion industry also contributes to the increase in GRDP (Gross Regional Domestic Product). The increase in the fashion industry is inseparable from the many business people who are interested in opening fashion outlets in several cities in Indonesia. One of the fashion retail industries is Uniqlo, as a well-known fashion brand from Asia. This study aims to determine how the effect of Quality of Product, Brand Image, and Quality of Service on Customer Loyalty through Customer Loyalty. The expected benefit of this study is to add to the repertoire of knowledge in the field of management, especially how much influence the Quality of Product, Brand Image and Quality of Service have on Customer Loyalty through Customer Trust which will ultimately increase Uniqlo Consumer Loyalty in Surabaya. This research is a causal study. The research method used is a quantitative method by processing data using AMOS. Data collection is done by distributing questionnaires to 105 respondents with the characteristics of male and female respondents, aged 18-60 years, and purchasing Uniqlo products in Surabaya in the last 3 months. The results showed that the Quality of Product variable showed positive results and had a significant effect on Customer Trust with a regression coefficient of 0.240; Brand Image variable shows positive results and has a significant effect on Customer Trust with a regression coefficient of 0.433; Quality of Service variable shows positive results and has a significant effect on Customer Trust with a regression coefficient of 0.514; Quality of Product variable has a positive but not significant effect on Customer Loyalty with a regression coefficient of 0.077; Brand Image variable shows positive results and has a significant effect on Customer Loyalty with a regression coefficient of 0.371; Quality of Service variables have a positive but not significant effect on Customer Loyalty with a regression coefficient of 0.186; Customer Trust variable shows positive results and has a significant effect on Customer Loyalty with a regression coefficient of 0.259