Electronic Theses and Dissertation

Skripsi ini mengkaji pengaruh citra merek dan persepsi kualitas terhadap loyalitas merek dengan kepercayaan merek sebagai variabel mediasi pada The Alchemist Ltd., sebuah merek pakaian lokal di Aceh, Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan metode survei dan analisis Structural Equation Modeling (SEM). Data dikumpulkan dari 180 pelanggan The Alchemist Ltd. yang telah membeli produknya setidaknya satu kali. Hasil penelitian menunjukkan bahwa citra merek dan persepsi kualitas berpengaruh positif dan signifikan terhadap kepercayaan merek, yang selanjutnya memediasi pengaruhnya terhadap loyalitas merek. Studi ini juga mengungkapkan bahwa kepercayaan merek merupakan faktor terpenting dalam meningkatkan loyalitas merek di kalangan pelanggan The Alchemist Ltd. Studi ini berkontribusi pada literatur tentang loyalitas merek di industri fashion dan memberikan implikasi praktis bagi The Alchemist Ltd. dan merek pakaian lokal lainnya. di Indonesia.

This undergraduate thesis examines the influence of brand image and perceived quality on brand loyalty with brand trust as a mediation variable at The Alchemist Ltd., a local clothing brand in Aceh, Indonesia. The study uses a quantitative approach with a survey method and structural equation modeling (SEM) analysis. The data were collected from 180 customers of The Alchemist Ltd. who had purchased its products at least once. The results show that brand image and perceived quality have positive and significant effects on brand trust, which in turn mediates their effects on brand loyalty. The study also reveals that brand trust is the most important factor in enhancing brand loyalty among customers of The Alchemist Ltd. The study contributes to the literature on brand loyalty in the fashion industry and provides practical implications for The Alchemist Ltd. and other local clothing brands in Indonesia.