Pengaruh Kepercayaan Merek Dan Citra Merek Terhadap Kepuasan Pelanggan Uniqlo di Jakarta
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Abstract
The purpose of this study is to find out 1) whether there is an influence of brand trust on customer satisfaction 2) whether there is an influence of brand image on customer satisfaction. The population in this study were Uniqlo customers in Jakarta. The sample used in this study is 100 Uniqlo customers respondents in Jakarta. The technique in sampling used is non-probability sampling with convenience sampling method. Overall the results of this study are 1) brand trust has a significant and positive effect on the customers satisfaction of Uniqlo in Jakarta, 2) brand image has a significant and positive effect on the customers satisfaction of Uniqlo in Jakarta.
Tujuan penelitian ini adalah untul mengetahui 1) apakah terdapat pengaruh kepercayaan merek terhadap kepuasan pelanggan 2) apakah terdapat pengaruh citra merek terhadap kepuasan pelanggan. Populasi dalam penelitian ini adalah pelanggan Uniqlo di Jakarta. Sampel yang digunakan dalam penelitian ini yaitu 100 responden pelanggan Uniqlo di Jakarta. Teknik dalam pengambilan sampel yang digunakan yaitu non-probability sampling dengan metode pengambilan sampel convenience sampling. Secara keseluruhan hasil dari penelitian ini yaitu 1) kepercayaan merek berpengaruh signifikan dan positif terhadap kepuasan pelanggan Uniqlo di Jakarta, 2) citra merek berpengaruh signifikan dan positif terhadap kepuasan pelanggan Uniqlo di Jakarta.
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