PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN DAN KEPUASAN PELANGGAN PADA FAST FASHION UNIQLO DI TUNJUNGAN PLAZA MALL

Abstract

The research which was conducted at fast fashion Uniqlo, Tunjungan Plaza Mall, animed to examine the effect of product quality and brand image on customers’ loyalty and satisfaction. While, the research was comparative casual-comparative with quantitative as the approach. Furthermore, the data collection technique used non-probability sampling, in which the sample was based on criteria given. In line with, there were 100 samples. Additionally, the data analysis technique used Smart PLS 3.0.The research result concluded product quality had positive and significant effect on customers’ satisfaction. Beside, it had positive and significant effect on customers’ loyalty. Moreover, brand image had positive and significant effect on customers’ loyalty. Similarly, it had prositive and siginificant effect on customers’ loyalty. Moreover customers’ satisfaction had positive and significant effect on customers’ loyalty. On the other hand, product quality had indirect effect on customers’ loyalty through customers’ satisfaction. Besides, brand image had indirect effect customers’ loyalty through customers’ satisfaction.
Keywords: product quality, brand image, customers’ satisfaction, customers’ loyalti.