Efangga, Bayu (2025) Pengaruh Product Quality, Brand Authenticity, Omni-Channel Strategy, dan Customer Satisfaction Terhadap Customer Loyalty (Studi Pada Konsumen Brand Fast Fashion Zara). Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The purpose of this study is to examine the relationship between product quality, brand authenticity, omni-channel, and customer satisfaction on customer loyalty among consumers of the fast-fashion brand ZARA. This research employs a quantitative methodology using a consumer survey approach. The sampling technique used is purposive sampling. Data collection was conducted through a survey distributed via Google Forms, completed by respondents. The study sample consisted of 155 respondents who are consumers of the ZARA fast-fashion brand. This study applies statistical analysis to test the hypotheses using PLS-SEM (Partial Least Square Structural Equation Modeling) and WarpPLS 7.0 software. The findings of this study confirm that product quality, brand authenticity, omni-channel, and customer satisfaction significantly influence customer loyalty among ZARA fast-fashion brand consumers. Additionally, customer satisfaction plays a substantial role in influencing customer loyalty among ZARA consumers. Future research is recommended to incorporate additional variables such as price, promotion, and fashion trends as factors that may also influence customer satisfaction and loyalty. Furthermore, to understand the dynamics of consumer behavior changes over time, it is suggested that future studies employ a longitudinal design. A mixed-method approach can also be applied to simultaneously explore both quantitative and qualitative data, providing deeper insights into the factors influencing customer satisfaction and loyalty, as well as the mechanisms underlying their effects. Keywords: Product Quality, Brand Authenticity, Omni-channel, Customer Satisfaction, Customer Loyalty
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | BAYU EFANGGA |
| Date Deposited: | 12 Mar 2025 02:22 |
| Last Modified: | 12 Mar 2025 02:22 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13354 |
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