Pengaruh brand awareness dan brand attitude terhadap customer loyalty produk fashion lokal dengan perceived price sebagai variabel mediasi
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Abstract
This study aimed to determine the effect of brand awareness and brand attitude on customer loyalty with price perception as a mediating variable on consumer loyalty. This study uses a non-probability sampling method with a convenience sampling technique. The researcher collected 393 respondents for this study from Jakarta, most of whom were users of the local clothing brand. Responses were analyzed using PLS-SEM. The results showed that: (1) Brand awareness can have a positive influence on price perceptions of local fashion products in West Jakarta; (2) Brand awareness does not affect customer loyalty to local West Jakarta fashion products; (3) Brand attitude is stated to be able to have a positive influence on the perceived price of local fashion products in West Jakarta; (4) Brand attitude can have a direct positive influence on customer loyalty for local fashion products in West Jakarta; and (5) Perceived price has a positive effect on customer loyalty for local fashion products in West Jakarta. These findings suggest that local clothing brands should maintain and improve product quality and perceived prices to encourage customers to repurchase or remain customers.
Tujuan penelitian ini untuk mengetahui pengaruh kesadaran merek dan sikap merek terhadap loyalitas pelanggan dengan persepsi harga sebagai variabel mediasi terhadap loyalitas konsumen. Penelitian ini menggunakan metode non-probability sampling dengan teknik convenience sampling. Peneliti mengumpulkan 393 responden untuk penelitian ini dari di Jakarta yang sebagian besar adalah pengguna merek baju lokal. Respons dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa: (1) Brand awareness mampu memberikan pengaruh positif terhadap persepsi harga produk fashion lokal di Jakarta Barat; (2) Brand awareness tidak memberikan pengaruh terhadap customer loyalty produk fashion lokal Jakarta Barat; (3) Brand attitude dinyatakan mampu memberi pengaruh positif terhadap perceived price produk fashion lokal di Jakarta Barat; (4) Brand attitude mampu memberikan pengaruh langsung yang positif terhadap customer loyalty produk fashion lokal di Jakarta Barat; dan (5) Perceived price dinyatakan pengaruh positif terhadap customer loyalty produk fashion lokal di Jakarta Barat. Temuan ini menyarankan produk fashion lokal sebaiknya menjaga dan meningkatkan kualitas produk serta harga yang ditawarkan untuk mendorong keputusan pelanggan untuk membeli kembali atau tetap menjadi pelanggan.
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