ANALISIS KEPUASAN PELANGGAN PRODUK FASHION UNIQLO (STUDI DI JAKARTA)
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Agus Tri Wahyuni, .
Subject
HC Economic History and Conditions
Datestamp
2022-05-25 08:20:20
Abstract :
One ot the fast growing multinational companies is UNIQLO. The development of its business can be seen from the growth rate of income and consumers. However, currently there is a problem with customer satisfaction for UNIQLO fashion products, namely the provision of 1 star which is aimed at evaluating UNIQLO fashion products on the UNIQLO website account. So that the formulation of the problem determined is whether product quality, brand image and service quality affect customer satisfaction. The puspose of this study is to prove and analyze the effect of product quality, brand image and service quality on customer satisfaction of UNIQLO fashion products in the Jakarta area. The type of data used is quantitative data type with the population being UNIQLO fashion product consumers in the Jakarta area. With a sample of 100 UNIQLO fashion product consumers who have bought and used UNIQLO fashion products. The method used is purposive sampling. Data was collected through the distribution of questionnaires. The analysis technique uses Partial Least Square (PLS) with SmartPLS 3.0 software. The results obtained show the results that: (1) Product quality has no effect and is not significant on customer satisfaction. (2) Brand image has a positive and significant effect on customer satisfaction. (3) Service quality has a positive and significant effect on customer satisfaction.
One ot the fast growing multinational companies is UNIQLO. The development of its business can be seen from the growth rate of income and consumers. However, currently there is a problem with customer satisfaction for UNIQLO fashion products, namely the provision of 1 star which is aimed at evaluating UNIQLO fashion products on the UNIQLO website account. So that the formulation of the problem determined is whether product quality, brand image and service quality affect customer satisfaction. The puspose of this study is to prove and analyze the effect of product quality, brand image and service quality on customer satisfaction of UNIQLO fashion products in the Jakarta area. The type of data used is quantitative data type with the population being UNIQLO fashion product consumers in the Jakarta area. With a sample of 100 UNIQLO fashion product consumers who have bought and used UNIQLO fashion products. The method used is purposive sampling. Data was collected through the distribution of questionnaires. The analysis technique uses Partial Least Square (PLS) with SmartPLS 3.0 software. The results obtained show the results that: (1) Product quality has no effect and is not significant on customer satisfaction. (2) Brand image has a positive and significant effect on customer satisfaction. (3) Service quality has a positive and significant effect on customer satisfaction.
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