| dc.description.abstract | Fashion is a thing that must be had in every individual, and very active role in everyday life. One of Cotton Ink, Cotton Ink is a local Indonesian fashion brand that attracts the attention of its customers, Cotton Ink also has many competitors. Therefore, the presence of Cotton Ink as a Local Fashion Brand is very influential in the development of fashion in Indonesia.
This study aimed to analyze the effect of variable interaction with other customers, celebrity images, service quality, atmosphere and product quality on positive emotions to increase loyalty at the Cotton Ink Store in Jakarta. The sample of this research is male and female, aged 18-60 years, domiciled in Jakarta and have made 2 purchases and use of Cotton Ink products in the past 6 months totaling 132 respondents. For data processing and analysis in this study using SPSS 20.0
These impulse findings indicate that the relationship of interaction with other customers has an influence on positive emotions with a regression coefficient of 0.170, celebrity images do not have an effect on positive emotions with a regression coefficient of 0.091, service quality has an influence on positive emotions with a regression coefficient of 0.237, the atmosphere has influence on positive emotions with a regression coefficient of 0.191, product quality has an influence on positive emotions with a regression coefficient of 0.273 and positive emotions have an influence on loyalty with a regression coefficient of 0.395 | en_US |
