The Influence of Brand Personality on Zara Customer Loyalty: A Survey of Zara Customers at Kota Kasablanka Mall
Authors
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Ayu Larasati
Program Studi Ilmu Komunikasi, FISIP, Universitas Bung Karno
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DOI
10.59017/oratiodirecta.v2i1.48
Keywords:
Brand, Brand personality, Customer loyalty, Marketing communication, ZaraAbstract
This study examines the influence of brand personality on Zara customer loyalty at Kota Kasablanka Mall. It applies an explanatory quantitative approach using a survey method. The population comprised 8,931 customers, while 99 respondents were selected through non-probability sampling. Data were collected using questionnaires and analyzed with SPSS 19. The findings show a correlation coefficient of 0.827, indicating a strong relationship between brand personality and customer loyalty. The regression equation produced a constant of 12.928 and a positive regression coefficient of 0.600. The coefficient of determination was 0.685, meaning that brand personality explained 68.5% of customer loyalty, while the remaining 31.5% was influenced by other variables.
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Copyright (c) 2019 Ayu Larasati
This work is licensed under a Creative Commons Attribution 4.0 International License.
