Pengaruh Brand Image, Brand Satisfaction dan Brand Trust Terhadap Brand Loyalty Pelanggan Outfix di Wilayah Bandung
DOI:
https://doi.org/10.35870/jemsi.v11i4.4250Keywords:
Brand Image, Brand Satisfaction, Brand Trust, Brand Loyalty, Outfix, Fashion Industry, Customer LoyaltyAbstract
Indonesia's fashion industry is growing rapidly and is now an important part of people's lifestyles. However, despite the huge market potential, there is a decline in the number of businesses and problems with illegally imported products. As one of the local women's clothing brands in Bandung, Outfix is facing customer loyalty issues, with a repurchase rate of only 10% each month. The purpose of this study is to see how brand image, brand satisfaction, and brand trust impact the brand loyalty of Outfix customers in Bandung. The research uses a quantitative approach that uses descriptive and causal approaches. This study conducted a survey of one hundred respondents selected using probability sampling techniques and the Slovin formula. The results showed that the three independent variables had a positive and significant impact on customer loyalty to the Brand. Customer loyalty to Outfix was shown to be enhanced through a strong brand image, customer satisfaction, and trust in the brand. This study found that in the increasingly competitive fashion industry, maintaining and increasing customer loyalty is essential by implementing strategies to improve brand image, increase satisfaction, and build trust.
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