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Abstract

Kajian ini memiliki maksud guna  menganalisa dampak Resonansi Merek serta Kepercayaan Merek Pada loyalitas Merek Pada Pengguna Produk Fashion Merek Uniqlo Di Kota Surakarta. Studi ini menerapkan metode kuantitatif sebagai pendekatannya. Untuk pemilihan sampel, dipergunakan metode non-probability sampling serta dengan memakai pendekatan purposive sampling. Adapun di studi ini, metode yang dipergunakan ialah metode penyebaran kuisioner ataupun survey melalui layanan google form. Target sampel studi ini ialah masyarakat di wilayah Surakarta, dengan total jumlah responden sebanyak 200 orang. Kajian ini menerapkan tehnik analisa data dengan memakai metode PLS, yang dioperasikan melalui perangkat lunak SMARTPLS. Temuan studi mengindikasikan jika pengaruh resonansi merek  dan kepercayaan merek pada loyalitas merek terbukti kebenarannya.

Keywords

Resonansi Merek; Kepercayaan Merek; Loyalitas Merek

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How to Cite
Victoriani, M. ., & Murwanti, S. . (2025). Analisis Pengaruh Resonansi Merek dan Kepercayaan Merek Terhadap loyalitas Merek Pada Pengguna Produk Fashion Merek Uniqlo Di Kota Surakarta . Economics and Digital Business Review, 5(2), 664–677. https://doi.org/10.37531/ecotal.v5i2.1647
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