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Fitri Lestari, Fitri
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Journal : Banking

 1 
Product Quality and Brand Trust Analysis on Customer Loyalty at Zetqlo Apparel in Bandung City Priadi, Agam Fazri; Lestari, Fitri
Banking & Management Review Vol. 12 No. 2: Banking & Management Review
Publisher : STIE Ekuitas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52250/bmr.v12i2.815

Abstract

Introduction/Main Objectives: The purpose of this study is to determine how customer loyalty at Zetqlo Apparel in Bandung is affected by product quality and brand trust. Zetqlo, a jersey brand founded in 2018, has faced fluctuating sales from 2021 to 2023 due to concerns over declining product quality, which has eroded customer trust. Background Problems: The study investigates the problem of how declining product quality has affected customer loyalty, addressing the research question: How do product quality and brand trust influence customer loyalty at Zetqlo? Novelty: While existing research has explored product quality and brand trust individually, this paper focusses on their combined effect on customer loyalty within a local fashion brand context, an area that has been underexplored in Bandung. Research Methods: The study employs a quantitative approach, with data gathered from 100 respondents using purposive sampling. A structured questionnaire based on a Likert scale was used, and multiple regression analysis was applied to evaluate the relationships between the variables. Findings/Results: The analysis shows that product quality significantly and positively affects customer loyalty, while brand trust has no significant direct impact. However, product quality and brand trust together account for 73.9% of the variance in customer loyalty. Conclusion: The study concludes that maintaining high product quality is essential for sustaining customer loyalty at Zetqlo, while improvements in brand trust are also necessary. These findings suggest that enhancing both product quality and communication efforts is key to Zetqlo’s continued success in a competitive market.
PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA Novianti, Kamila Fauzia; Lestari, Fitri
Banking & Management Review Vol. 10 No. 1: Banking & Management Review
Publisher : STIE Ekuitas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52250/bmr.v10i1.376

Abstract

This study aims to determine the influence of brand ambassadors and brand image on purchasing decisions on e-commerce Tokopedia. The research method used is descriptive and verification methods. The data used are secondary data with data collection techniques through literature study and primary data with data collection techniques using questionnaires with 100 respondents. The sampling method used is the probability sampling technique. The design of hypothesis testing uses multiple linear regression analysis, correlation coefficient, coefficient of determination, t-test, and F test. The results show that partially brand ambassadors do not affect purchasing decisions. Meanwhile, brand image affects purchasing decisions. Simultaneously, the variable brand ambassador and brand image have an effect on purchasing decisions, with a correlation coefficient of 0.838, which is a very strong relationship, while for the coefficient of determination of 70.2%, meanwhile, the coefficient of determination of 70.2% has an effect between brand ambassador and brand image on purchasing decisions, the remaining 29.8% is influenced by other factors not examined.
Co-Authors Ade Imam Muslim Agus Rahayu Aldrin Alfiraza, Ery Nourika Anggraini , Dian Arborea , Alvira Dewi Ardian Ulvan Aristya, Vina Eka Aryanto Aryanto Aulia, Maranggi A’zzula, Cindy Tri Joelyta daffansyah, Chasano Darnita, Yulia De Han, Nikita Yasmin DESSY ADRIANI Dessy Adriani Dessy Adriani Dina Prasetyowati Dwi Lestari Effendi, Darwan Elisa Wildayana Endang Lovisia Fadly Azhar Fahamsya, Arifina Farida Nursyahidah Fatimatuzzahra Fatimatuzzahra Fatmawati, Nurul Laela Fatsyahrina Fitriastuti Fauzi, Rival Febriani, Zahara Gracia Gabrienda, Gracia hana lestari Hardianti, Eva Hasan, M. Yamin Hasanah, Tita hasanah, Ulfa Heny Hendrayati Heryana, Nono Hidayah, Hidayah Ibtihal, Naufal Dzaki Ihsan, Muzhir Iksan Adiasa Ima Rahmawati Imron Zahri Indarta, Ahmad Iqbal Rabiul Awal, Rais Kardianti, Wilma Kaswari, Dhea Tri Kushartanti, Ekaningtyas Lestari, Resanti Listina, Osie M. Edi Armanto Marwa, Nabila Maryadi Maryadi Masyhur Masyhur Meko Gustian Melvi, Melvi Mona Arif Muda Batubara Muhammad Deny, Muhammad mutiara mutiara Muttaqin, Ridlwan Ningsih, Heny Triastuti Kurnia Novianti, Kamila Fauzia Nurlaily, Ridha Nursittah, Nursittah Oktavia, Reszki Priadi, Agam Fazri Puspita Agustiani, Ika Putra, Erwin Dwik Rabiul Awal, Rais Iqbal Reflis, Reflis Restu Hidayah, Restu RETNO TRI HARIASTUTI Ria Kusumaningrum Rizki Maulana, Rizki Rizky Septika Utami Sakilah, Ilah Saptiyanto, Nessa Deragia Saputra, Dopi Sari, Ranty Fitria Sari, Venti Novita Setiawan, Waslim Setiyorini, Agustin Siti Nurasiyah, Siti Sonita, Anisya Sudarma , Rahmad Susilawati, Susilawati Syabawaihi Syarifah, Afro Makiatus Titin Rustini, Titin Utrasih, Henny Wahyuni, Zahara Mutia Wakarandi , Rolinly Widarti, Wida Denok Widiastuty, Tri Yanuarti, Mira Yudha Rahman, Shandika Zhasvir, Sajwa Az-zura Zuniati, Mai