Brand Image Linkage, Product Diversity and Store Atmosphere to Customer Loyalty in Fashion Shops in Bali

Pande Ketut Ribek, Ni Luh Gede Putu Purnawati, Ketut Muka Pendet, Ida Ayu Nyoman Yuliastuti
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Abstract

Loyalty is created based on the experience of consumers buying and consuming products, the factors that influence the emergence of customer loyalty so that they can carry out the right strategy for the survival of the company. brand image, product variety, and store atmosphere. The purpose of this study was to analyze the effect of brand image, product variety, and store atmosphere on customer loyalty. The population of this study are consumers who come to shop at least 2 times. The sampling technique is purposive sampling, this method uses the census method with a total of 102 fashion shop owners. Samples in this study were 102 respondents, with multiple linear regression analysis. Results of this study brand image has a significant positive effect on customer loyalty, product variety has a significant positive effect on customer loyalty, store atmosphere has a significant positive effect on customer loyalty in fashion stores in Bali.
巴厘岛时装店的品牌形象关联、产品多样性和店铺氛围对顾客忠诚度的影响
忠诚度是基于消费者购买和消费产品的体验而产生的,影响顾客忠诚度产生的因素有品牌形象、产品种类和商店氛围,这些因素可以使企业实施正确的生存战略。本研究的目的是分析品牌形象、产品种类和商店氛围对顾客忠诚度的影响。研究对象是至少来购物两次的消费者。抽样技术是目的性抽样,这种方法采用普查法,共有 102 名时装店店主参加。本研究的样本为 102 名受访者,并进行了多元线性回归分析。研究结果表明,在巴厘岛的时装店中,品牌形象对顾客忠诚度有显著的正向影响,产品种类对顾客忠诚度有显著的正向影响,商店氛围对顾客忠诚度有显著的正向影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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