The influences of product quality, brand equity towards brand loyalty: the mediating for variety seeking among the young customers of Uniqlo in Surabaya
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Institusion
Universitas Katolik Widya Mandala Surabaya
Author
Birgitta Alun Sektioningsih (STUDENT ID : birgitta.alun@gmail.com)
Lydia Ari Widyarini (LECTURER ID : ..)
Wahyudi Wibowo (LECTURER ID : ..)
Lydia Ari Widyarini (LECTURER ID : ..)
Wahyudi Wibowo (LECTURER ID : ..)
Subject
Business
Datestamp
2021-02-09 04:30:37
Abstract :
The fashion business is a type of business that is quite popular with consumers after the food business. Along with the development of the clothing, entertainment, technology and information industry, clothing styles have become a medium for users to be able to increase their self confidence, look fashionable and support their lifestyle. Currently the fashion business is growing rapidly. UNIQLO, which is a company engaged in Fast Retailing. This makes UNIQLO have many competitors, especially fashion brands that come from outside Asia. Although UNIQLO is the fastest growing brand, UNIQLO still cannot fully compete with large companies that have a stronger brand image. UNIQLO will always strive to maintain its existence among existing competitors by developing its products to be accepted and in accordance with consumer desires. This research is a causal study and uses a purposive sampling technique. The total number of respondents is 150 respondents who live in Surabaya, at least 17-35 years old, had experiences using UNIQLO produts. In order to participate in this research, respondents must fill out the questionnaire given by the researcher through google form. The data that were collected then processed and analyzed by using Structural Equation Modeling technique with Smart PLS 3.0 as its tool. This research proved that Product Qualty, Brand Image, has a significant effect on Brand Loyalty. Meanwhile Brand Trust, and Variety Seeking as moderating insignificant effect on Brand Loyalty.
The fashion business is a type of business that is quite popular with consumers after the food business. Along with the development of the clothing, entertainment, technology and information industry, clothing styles have become a medium for users to be able to increase their self confidence, look fashionable and support their lifestyle. Currently the fashion business is growing rapidly. UNIQLO, which is a company engaged in Fast Retailing. This makes UNIQLO have many competitors, especially fashion brands that come from outside Asia. Although UNIQLO is the fastest growing brand, UNIQLO still cannot fully compete with large companies that have a stronger brand image. UNIQLO will always strive to maintain its existence among existing competitors by developing its products to be accepted and in accordance with consumer desires. This research is a causal study and uses a purposive sampling technique. The total number of respondents is 150 respondents who live in Surabaya, at least 17-35 years old, had experiences using UNIQLO produts. In order to participate in this research, respondents must fill out the questionnaire given by the researcher through google form. The data that were collected then processed and analyzed by using Structural Equation Modeling technique with Smart PLS 3.0 as its tool. This research proved that Product Qualty, Brand Image, has a significant effect on Brand Loyalty. Meanwhile Brand Trust, and Variety Seeking as moderating insignificant effect on Brand Loyalty.
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