PENGARUH STRENGTH BRAND, PRODUCT QUALITY DAN BRAND FAMILIARITY SERTA PRODUCT VARIETY TERHADAP LOYALTY MELALUI SATISFACTION PADA PELANGGAN FASHION MEREK UNIQLO DI KOTA SAMARINDA --

ABSTRAK
PENGARUH STRENGTH BRAND, PRODUCT QUALITY DAN BRAND
FAMILIARITY SERTA PRODUCT VARIETY TERHADAP LOYALTY MELALUI
SATISFACTION PADA PELANGGAN FASHION MEREK UNIQLO DI KOTA
SAMARINDA
Reza Noor Khofivah
Penelitian ini bertujuan untuk menganalisis dan membuktikan pengaruh
strength brand, product quality, brand familirity serta product variety terhadap
satisfaction,strength brand, product quality, brand familirity, serta product variety
terhadap loyalty, satisfaction terhadap loyalty pada pelanggan fashion merek Uniqlo di
Kota Samarinda. Model Structural Equation Modelling (SEM). Dalam penelitian ini
menggunakan 161 sampel dengan responden perorangan yang pernah membeli
produk merek Uniqlo di Kota Samarinda yang diambil secara offline dan online dengan
skala likert 1-5. Pada penelitian ini melakukan uji validitas dan reliabilitas
menggunakan software IBM SPSS statistic 23 serta dilakukan uji estimasi dan uji
structural model fit dengan menggunakan software AMOS.
Berdasarkan model structural dapat dibuktikan bahwa product quality
berpengaruh signifikan terhadap satisfaction; brand familiarity berpengaruh signifikan
terhadap satisfaction; product variety berpengaruh signifikan terhadap satisfaction;
brand familiarity berpengaruh signifikan terhadap loyalty; product variety berpengaruh
signifikan terhadap loyalty; satisfaction berpengaruh signifikan terhadap loyalty;
strength brand tidak berpengaruh signifikan terhadap satisfaction; strength brand tidak
berpengaruh signifikan terhadap loyalty; product qualty tidak berpengaruh signifikan
terhadap loyalty pada pelanggan fashion merek Uniqlo di Kota Samarinda.
Keyword : Strength Brand, Product Quality, Brand Familirity, Product Variety,
Satisfaction, Loyalty
ABSTRACT
THE INFLUENCE OF BRAND STRENGTH, PRODUCT QUALITY, BRAND
FAMILIARITY AND PRODUCT VARIETY ON LOYALTY THROUGH SATISFACTION
ON UNIQLO BRAND FASHION CUSTOMERS IN SAMARINDA CITY
Reza Noor Khofivah
This study aims to analyze and prove the effect of brand strength, product
quality, brand familiarity and product variety on satisfaction, brand strength, product
quality, brand familiarity, and product variety on loyalty, satisfaction on loyalty to Uniqlo
fashion brand customers in Samarinda City. Structural Equation Modeling (SEM). In
this study, 161 samples were used with individual respondents who had purchased
Uniqlo brand products in Samarinda City which were taken offline and online with a
Likert scale of 1-5. In this study, validity and reliability tests were carried out using IBM
SPSS statistics 23 software and estimation tests and structural model fit tests were
carried out using AMOS 5 software.
Based on the structural model, it can be proven that product quality has a
significant effect on satisfaction; brand familiarity has a significant effect on
satisfaction; product variety has a significant effect on satisfaction; brand familiarity
has a significant effect on loyalty; product variety has a significant effect on loyalty;
satisfaction has a significant effect on loyalty; brand strength has no significant effect
on satisfaction; brand strength has no significant effect on loyalty; Product quality has
no significant effect on customer loyalty for the Uniqlo fashion brand in Samarinda
City.
Keyword : Strength Brand, Product Quality, Brand Familirity, Product Variety,
Satisfaction, Loyalty