| dc.description.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 | en_US |
