PENGARUH BRAND AWARENESS, PERCEIVED QUALITY DAN BRAND PERSONALITY TERHADAP BRAND LOYALTY UNIQLO DI SURABAYA

Kevin Sanjaya Soesilopranoto

Abstract


ABSTRAK Penelitian ini bertujuan untuk menganalisa pengaruh dari tiga nilai penting yang erat kaitannya dengan Uniqlo sebagai salah satu merek dari fesyen cepat (fast fashion), yaitu kesadaran merek (brand awareness), persepsi kualitas (perceived quality) dan kepribadian merek (brand personality) yang mempengaruhi loyalitas merek (brand loyalty). Penelitian ini bersifat konklusif dan diklasifikasikan dalam jenis riset kausal dengan menggunakan pendekatan kuantitatif. Data dikumpulkan melalui online survey dengan menggunakan instrumen kuesioner dengan respon yang mendapatkan 162 responden. Responden adalah konsumen yang pernah membeli dan memiliki produk-produk Uniqlo yang berada di Surabaya. Data diolah menggunakan pendekatan persamaan model structural dengan Teknik Partial Least Square. Analisis data menjukan bukti kuat untuk mendukung beberapa hipotesa penelitian.

Kata kunci: Fast Fashion, Brand Awareness, Perceived Quality, Brand Personality, Brand Loyalty

 

ABSTRACT This study aims to analyze the effect of three important values that are closely related to Uniqlo as one of the fast fashion brands, namely brand awareness, perceived quality and brand personality that influence brand loyalty. This research is conclusive and classified in the type of causal research using a quantitative approach. The data was collected through Google Survey using a questionnaire instrument that yielded 162 responses. The respondents are consumers who have bought and owned Uniqlo products in Surabaya. Data is processed using the structural model equation approach with Partial Least Square Technique. Data analysis shows strong evidence to support some of the research hypotheses.

Keywords: Fast Fashion, Brand Awareness, Perceived Quality, Brand Personality, Brand Loyalty


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