PENGARUH PERCEIVED QUALITY , PERCEIVED VALUE DAN BRAND PERSONALITY TERHADAP BRAND LOYALTY DARI PRODUK FASHION COTTON-ON DI SURABAYA

Augustinus Gunawan

Abstract


ABSTRAK: Penelitian ini bertujuan untuk mengetahui pengaruh Perceived quality,  Brand Personality,  Perceived Quality terhadap perceived value dan Brand Loyalty dari konsumen produk COTTON-ON. Metode yang digunakan adalah teknik analisis regresi dengan  proses penyebaran kuesioner. Hasil penelitian menyimpulkan bahwa  perceived quality memiliki pengaruh signifikan terhadap Perceived Value, Brand Personality berpengaruh terhadap Brand Loyalty.  Pengaruh mediasi Variabel Perceived Value terhadap variabel Perceived Quality dan Brand Personality dimensi Sophistications berpengaruh positif yang menunjukan bahwa orang akan melakukan pembelian fashion dengan mempertimbangkan nilai yang di dapatkan dari kualitas yang baik serta design yang memiliki selera yang tinggi untuk fashion.

 

Kata Kunci: Variabel Perceived Quality , Perceived Value Dan Brand Personality, Brand Loyalty


Keywords


Variable Perceived Quality, Perceived Value and Brand Personality, Brand Loyalty

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