ANALYSIS OF FACTORS AFFECTING BRAND LOYALTY (CASE STUDY: RUMAH DJUANDA YOGA STUDIO)

• Main Author: Triaratana (19015021), Ardhelia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25720
• Institution: Institut Teknologi Bandung

Yoga is a type of gentle sport originated from India. In the recent years, it has gained <br /> <br /> <br /> <br /> <br /> popularity around the globe, especially in big cities. People are constantly looking for <br /> <br /> <br /> <br /> <br /> a way to ease their mind and body, and yoga is one of the easiest choices to access. <br /> <br /> <br /> <br /> <br /> For this research, a yoga studio in Bandung is chosen. Rumah Djuanda is a boutique <br /> <br /> <br /> <br /> <br /> studio located in Setrasari area. It has existed for more than two years, and lately it is <br /> <br /> <br /> <br /> <br /> facing a decline in its active members. Therefore, several factors are analyzed to <br /> <br /> <br /> <br /> <br /> investigate the members’ loyalty: brand trust, perceived quality, and brand <br /> <br /> <br /> <br /> <br /> satisfaction. After collecting data from 118 registered members in the form of <br /> <br /> <br /> <br /> <br /> questionnaire, it turns out that perceived quality significantly affects brand trust and <br /> <br /> <br /> <br /> <br /> brand satisfaction, and brand trust and brand satisfaction both affects brand loyalty. <br /> <br /> <br /> <br /> <br /> Also, the score of each variable is found satisfactory, which means that there is <br /> <br /> <br /> <br /> <br /> enough trust, perceived quality, and satisfaction perceived by the members to keep <br /> <br /> <br /> <br /> <br /> practicing at Rumah Djuanda. However, some physical equipment and form of <br /> <br /> <br /> <br /> <br /> service may affect members to stop practicing at the studio. The result of this research <br /> <br /> <br /> <br /> <br /> can be discussed with Rumah Djuanda’s management team, and for suggestions on <br /> <br /> <br /> <br /> <br /> next research and yoga industry.