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All Journal iBuss Management International Journal of Economics, Accounting, and Management
Windy Freshia Luhana
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect of Brand Pleasure, Brand Arousal, and Brand Dominance towards Brand Loyalty in the case of UNIQLO Indonesia Febe Surya Effendi; Windy Freshia Luhana
iBuss Management Vol 11, No 1 (2023): iBuss Management
Publisher : iBuss Management

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Abstract

Given the growth that has changed significantly, especially during the Covid-19 pandemic, the fashion industry has changed and come back more substantial now. Thus, the fashion industry has become more attractive to explore. This can be seen in one of the global fashion brands, UNIQLO, which aims to dominate the fashion market industry. Therefore, the researchers decided to analyze UNIQLO in Indonesia as the research object. This study will investigate the effect of brand pleasure, brand arousal, and brand dominance on brand loyalty in the case of UNIQLO Indonesia. In addition, this study utilizes a quantitative approach with the simple random sampling method and 75 respondents were engaged. Online questionnaires were used to gather the research data and then were analyzed using multiple linear regression that will be processed using the IBM SPSS approach. Results revealed that brand pleasure, brand arousal, and brand dominance have an effect on brand loyalty. However, brand pleasure has the most significant impact on brand loyalty in the case of UNIQLO Indonesia. Analyzing the relationship between brand pleasure, brand arousal, and brand dominance on brand loyalty towards the fashion industry, specifically UNIQLO Indonesia, will provide many benefits for various parties, including academicians, business professionals, and companies. Keywords: brand pleasure, brand arousal, brand dominance, brand loyalty.
The Influence of Price, Food Quality, Service, and Environment on Loyalty through Satisfaction and Happiness Windy Freshia Luhana; Hananiel Mennoverdi Gunawan
International Journal of Economics Accounting and Management Vol. 1 No. 6 (2025): IJEAM - March 2025
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60076/ijeam.v1i6.1133

Abstract

This research aims to determine the influence of perceived price, quality of food, quality of service, quality of the physical environment on customer loyalty through the mediation of satisfaction and happiness of Momoyo Pucang Anom customers in Surabaya. The research was conducted quantitatively. The data used is primary data with a sample of 101 respondents. Research data was processed using Partial Least Square Method analysis using the PLS application. The test results found that perceived price, quality of food, quality of service, quality of the physical environment had an effect on customer loyalty. Research also finds that customer satisfaction and customer happiness are also able to mediate the relationship between perceived price, quality of food, quality of service, quality of the physical environment on customer loyalty. Happy and satisfied customers are more likely to stay loyal, return, and recommend the restaurant to others. It is critical for managers to consistently employ a variety of tactics to meet customer needs and foster a sense of happiness and satisfaction to foster customer loyalty. As a result, businesses that have difficulty retaining customers can make more money by retaining loyal customers
Co-Authors Febe Surya Effendi Hananiel Mennoverdi Gunawan