Analysis of the Effect of Product Quality Factors, Product Style, Product Price, Brand Image, Service Quality and Store Environment against Brand Loyalty of Zara Customers in Surabaya

Abstract

People in Indonesia are currently very easy to follow the existing fashion trends with a variety of products and fashion models, to complement their appearance every day to make it more attractive and stylish. Currently, in Indonesia, fashion retail has become increasingly diverse with the emergence of new brands starting from domestic brands to foreign brands. One of the foreign retailers that has enlivened the competition between retailers, especially in the fashion sector in Indonesia, is Zara. The purpose of this study was to determine the effect of product quality, product style, product price, brand image, service quality and store environment of brand loyalty. The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how large the influence of product quality, product style, product price, brand image, service quality and store environment so asto increase Brand Loyalty for Zara customers in Surabaya. This study is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 125 respondents with the characteristics of male and female respondents aged 18-60 years, and has visited Zara’s store at least two years. The results showed that Product Quality with regression coefficient of 0.464; Product Style with regression coefficient of 0.370, Product Price with regression coefficient of 0.723, and Service Quality with regression coefficient of 0.256, positive and significantly affect Brand Loyalty;Brand Image with regression coefficient of 0.044 and Store Environment with regression coefficient of 0.042, positive and not significantly affect Brand Loyalty.