Pengaruh Kepercayaan Merek, Kualitas Produk, Persepsi Kewajaran Harga terhadap Loyalitas Pelanggan VANS
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Abstract
Persaingan antar perusahaan merek sepatu di era globalisasi memperoleh perhatian pelanggan, meluncurkan produk untuk diterima para pelanggan, dan menciptakan pasar unggul yang memenuhi harapan perusahaan. Salah satu fashion yang banyak dilihat yaitu sepatu. Dalam persaingan perusahaan, ada berbagai jenis merek sepatu di pasaran. Setiap merek sepatu menghadirkan berbagai model yang menarik dan beragam didukung dengan harga yang terjangkau. Tujuan dari penelitian ini adalah untuk menguji kepercayaan merek, kualitas produk, persepsi kewajaran harga terhadap loyalitas pelanggan Vans di Jakarta Barat. Dalam penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif. Populasi dalam penelitian adalah pelanggan Vans yang berada di Jakarta Barat. Sampel penelitian yang digunakan sebanyak 120 responden yang berada di Jakarta Barat dengan kuesioner yang disebarkan secara online menggunakan metode non probability sampling dengan teknik purposive sampling. Data dianalisis menggunakan software IBM SPSS 26. Skala yang digunakan dalam penelitian ini adalah skala likert dengan skala interval. Hasil dari penelitian menunjukkan bahwa kepercayaan merek, persepsi kewajaran harga berpengaruh positif dan signifikan terhadap loyalitas pelanggan Vans di Jakarta Barat. Kemudian hasil penelitian juga menunjukkan bahwa kualitas produk berpengaruh positif tetapi tidak signifikan terhadap loyalitas pelanggan Vans di Jakarta Barat. Penelitian ini dapat dijadikan sebagai salah satu sumber ilmu pengetahuan yang dapat dijadikan acuan untuk penelitian selanjutnya.
Competition among shoe brand companies in the globalization era gains customer attention, launches products to be accepted by customers, and creates superior markets that meet company expectations. One of the fashion that is often seen is shoes. In the company's competition, there are various types of shoe brands in the market. Each shoe brand presents a variety of attractive and varied models supported at affordable prices. The purpose of this study was to examine brand trust, product quality, perceived price fairness on Vans customer loyalty in West Jakarta. In this study using a quantitative approach with descriptive methods. The population in this research is Vans customers who are in West Jakarta. The research sample used was 120 respondents in West Jakarta with questionnaires distributed online using a non-probability sampling method with a purposive sampling technique. Data were analyzed using IBM SPSS 26 software. The scale used in this study was a Likert scale with an interval scale. The results of the study show that brand trust, perceived price fairness has a positive and significant effect on Vans customer loyalty in West Jakarta. Then the results of the study also show that product quality has a positive but not significant effect on Vans customer loyalty in West Jakarta. This research can be used as a source of knowledge that can be used as a reference for further research.
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