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Sri Hartono, Sri
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Journal : Journal of Authentic Research

 1 
Loyalitas Pelanggan Ditinjau dari Kualitas Produk, Citra Merek dan Membership pada Pelanggan Elzatta di Surakarta Wuryani, Ella; Hartono, Sri; Maryam, Siti
Journal of Authentic Research Vol. 5 No. 1 (2026): Februari
Publisher : LITPAM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/s298bq23

Abstract

Persaingan di industri fashion semakin ketat seiring banyaknya produsen yang menawarkan desain dan kualitas produk terbaik untuk memenuhi kebutuhan konsumen, sehingga setiap merek berlomba membangun keunggulan kompetitif dan mempertahankan loyalitas pelanggan. Fenomena yang melatarbelakangi penelitian ini adalah adanya kesenjangan antara kuatnya posisi merek sebagai top brand dengan tingkat pembelian ulang yang belum optimal, yang menunjukkan bahwa citra merek yang baik belum tentu diikuti oleh loyalitas pelanggan yang tinggi. Tujuan dari penelitian ini untuk mengetahui pengaruh kualitas produk, citra merek dan membership terhadap loyalitas pelanggan pada pelanggan Elzatta di Surakarta. Metode penelitian ini menggunakan desain penelitian kuantitatif deskriptif. Populasi pada penelitian ini adalah pelanggan Elzatta yang pernah membeli produk yang jumlahnya tidak terhingga, dengan jumlah sampel 100 responden. Pengumpulan data menggunakan kuisioner dengan teknik purposive sampling. Analisis dilakukan menggunakan uji asumsi klasik, uji regresi linier berganda, koefisien determinasi, uji kelayakan model (F) dan uji hipotesis (t). Hasil penelitian ini menunjukkan bahwa variabel kualitas produk, citra merek dan membership berpengaruh secara simultan dan parsial terhadap loyalitas pelanggan pada pelanggan Elzatta di Surakarta. Competition in the fashion industry is becoming increasingly intense as more producers offer the best designs and product quality to meet consumer needs. As a result, each brand competes to build a competitive advantage and maintain customer loyalty. The phenomenon underlying this research is the gap between a brand’s strong position as a top brand and the less-than-optimal level of repeat purchases, indicating that a positive brand image does not necessarily lead to high customer loyalty. The purpose of this study is to determine the effect of product quality, brand image, and membership on customer loyalty among Elzatta customers in Surakarta. This research uses a descriptive quantitative research design. The population in this study consists of Elzatta customers who have purchased products, with an infinite population size, and a sample of 100 respondents. Data were collected using questionnaires with a purposive sampling technique. The analysis was conducted using classical assumption tests, multiple linear regression analysis, coefficient of determination, model feasibility test (F-test), and hypothesis testing (t-test). The results of this study indicate that product quality, brand image, and membership variables have both simultaneous and partial effects on customer loyalty among Elzatta customers in Surakarta.  
Co-Authors Abrianto, Tegoeh Hari Adi Santoso Ahmad Salabi Al Aziz, Novan Hafidh Anggraini, Nur Fatmawati Ani Aning, Sri Ardianto*, Felix Arini, Chandira Arip, Yusup Arta Ekayanti, Arta Aulia Fuad Rahman Auliya Citra Awaludin, Dipa Teruna Ayuningtyas, Erma Azzahro, Afriyani Mabruka Bachtiar, Alfan Bahrur Rosyid Bambang Agus Pramuka Berlian, Sucma Chamidah, Siti Chintya Bella, Revia Damayanti, Gita DIAN ARLUPI UTAMI Diana Pramudya Wardhani DJUMALI DJUMALI, DJUMALI Durya, Ngurah Pandji Mertha Agung Dwisakti*, Vebrian Edi Santoso Eliada Herwiyanti Eny Kustiyah, Eny Fanji Farman Fatkhulloh, Amal Fatra, Fahmy Filia Icha Sukamto Fu'aidah, Alifta Luluk Nur Futaqi, Faruq Ahmad Hadi Sumarsono Hanan, Sufrin Heri Wijayanto Hidayat, Yusuf Alfian Ibnu Hajar Ida Farida Idqan Fahmi Idris, Haziq Ikram Yakin Indrayani, Eka Ismail, Kamariah Istiatin, Istiatin Istiatin, Istiatin istiqomah istiqomah Ivan Gunawan Jarwati, Jarwati Joko Suwignyo Juwita, Aulia Hapsari Kartikawati, Yona Septi Karyono Karyono Khotimah, Fitri Kinasih Husnul Kusuma, Qulud Dwitika Leila Mona Ganiem Levana, Armelia Mahardika, Hanri Dhona Mahendra, Vidorova Ardian Marsalina, Citra Anggun Marwati, Fithri Setya Marzuki Noor, Marzuki miatmaja, harjanti Muhibbuddin, Muhammad Nur Muktar, Muktar Mustopa, Arga Saiful Naning Kristiyana, Naning Nguyen, Thi Thom Thom Ningrum, Injati Aprilia Normansyah Nugroho, Ivan Setyo Nur Fu' aidah, Alifta Luluk Nurhayani Saragih Nusuki, Ina Partini Partini, Partini Prasista, Talitha Ega Pratama, Adham Rizky Prawira*, Dimas Dipa Prayitno, Ronaa Salma Putri Pristi, Eka Destriyanto Purnomo, Rochmat Aldy Purwanto, Agustinus Hariadi Dwi Putra, Dios Nugraha Putri, Siska Enjelina Quliyawan, Ariyandi Rachmadia, Rizki Ratna Damayanti Rhosid, Abdul Ristianawati, Yuyun Romi Bhakti Hartarto Rusmiyati Rusmiyati, Rusmiyati Salsabila, Yofandi Saputra, Ramadhany Nurul Dwi Sari, Cindy Afrita Sarsono Sarsono Sartika, Rebecca Cindy Setiawan, Budi Susilo Setyaningrum, Desi Setyobudi, Agus Siti Aisyah Tri Rahayu, Siti Aisyah Tri SITI MARYAM Sritrisniawati, Shella Elly Sugianti, Evi Oktobriana Sugianto - Sugianto, La Ode Sujiono Sujiono, Sujiono Sulistiyo Nugroho, Budi Suryaningsih, Novianti SUSANTO Susanto, Irvan Sutrisni Andayani, Sutrisni Tambunan, Sofyan Ahmadi Titi Rapini, Titi Tojibussabirin, Muhammad Toni Setiawan Umi Farida Veronika Veronika Wahyudiyono, Wahyudiyono Wahyuningsih, Dwi Warni Wijianto Wijianto Wulandari, Lilik Dwi Wuryani, Ella Yudha Heryawan Asnawi Yulianti, Indah Agustina Yusuf, Ramdan