The Effect of Design, Brand Image and Personal Selling on Costumer’s Loyalty through Customer’s Satisfaction: A Study on Darbost T-Shirt’s Customers in Jakarta

The purpose of this research is to study the effect of product design, brand image, and personal selling on customer loyalty through customer satisfaction studies on consumers of darbost t-shirts in Jakarta and to provide suggestions on how PT. Darbost Garment Industri can increase customer satisfaction by increasing the aspects that influence it. For the independent variables: product design (X1), brand image (X2), personal selling (X3), the dependent variable is customer loyalty (Y) and the intervening variable is customer satisfaction (Z). This research approach is quantitative research according to the questionnaire. The sample used was 150 respondents. The results of this study indicate that each of the dimensions of product design, brand image and personal selling directly has a positive and significant effect on customer satisfaction. Customer satisfaction directly has a positive and significant effect on customer loyalty. And from each dimension of product design, brand image and personal selling indirectly affect customer loyalty through customer satisfaction.


Introduction
In Indonesia, the development of fashion has been quite rapid with the support of the creativity and innovation of young designers. Fashion is a necessity for the general public to be used in everyday life. It is not uncommon for people to buy or use quality or

Open Access Indonesia Journal of Social Sciences
Journal Homepage: http://journalsocialsciences.com/index.php/OAIJSS Companies are also required to be ready to face increasingly fierce business competition with other garment companies from around the world to face globalization which is often said to be the era of a world without borders. Thus, the environment faced by a company will also become increasingly complex.
Nationally, although export is one type of business that can provide additional / foreign exchange income, the complexity of competition faced by these companies will force each company to always try to improve its services to consumers.
Amalia (2017) states that product design, brand image, and personal selling are able to predict a positive and significant effect on customer loyalty, while according to (Venessa & Arifin, 2015) that trust is proven to affect customer loyalty positively but does not have a significant effect. Other factors that can affect customer loyalty include product quality and brand image. The company should be able to provide a good product design and brand image so that customers are satisfied when making a purchase. This study aims to analyze the effect of product design, brand image, and personal selling and to analyze customer loyalty on customer satisfaction of Dasbort t-shirts in Jakarta.

Literature review
One of the main forms of fashion business strategy is product design. According to (Assauri, 2011): "Products are goods or services produced for use by consumers in order to meet their needs and provide competition." So the design of a fashion product greatly influences the behavior of the product or not. There are several marketing strategies for fashion products, namely (1) extreme motives that lead to modern or classic, (2) the materials used must be comfortable to wear, strong, and durable, (3) the appearance of fashion must be attractive and neat, (4) ) the design must be in accordance with the condition of the segment (geographic, demographic, and psychographic) and follow the trend, (5)  According to Kennedy in (Nurhayani & Suryano, 2019), the word image is often interpreted as identity or reputation in a narrower sense as the internal perception of the company that employees believe in. Meanwhile, according to Davies et al in (Nurmiati, 2016) it is said that image is interpreted as a view of the company if external shareholders, especially by customers. The right marketing method will also affect sales, especially Darbost brand t-shirts, therefore choosing the right marketing strategy will be profitable for both the company and consumers, one of which has been done by PT. Darbost Garment Industry that uses the marketing method with personal selling, which is a form of oral presentation in a conversation with someone or more prospective purchases with the aim of increasing the realization of product sales. According to (Swastha, 2008), Personal Selling is the interaction between individuals, meeting each other face to face aimed at creating, improving, controlling, or maintaining mutually beneficial exchange relationships with other parties. According to (Tjiptono & Fandy, 2015), is an important part of marketing fashion products and includes company activities in making products available to target consumers (Kotler & Amstrong, 2012). Distribution is included in one of the marketing strategies in the clothing-line business. Marketing is a business philosophy which states that satisfying consumer needs is an economic and social condition for the company's survival.

Methods
This study uses a quantitative approach with nonexperimental methods. According to Karlinger (2002),

Results and discussion
Based on the research results obtained 150 respondents consisting of 84 men and 66 women. The characteristics of the research respondents are described in table 1.
The results of the analysis of the distribution of answers to the questionnaire for each research variable can be presented as follows: The results of the questionnaire data description of the product design variables The results of descriptive analysis of respondents' answers to each indicator of the Product Design variable are presented in the following table: Table 2 shows that most of the respondents answered agree (39%). The results of the analysis on the average of all respondents' answers to the Product Design variable amounted to 4.03. The results above show that the highest product design on the conformity quality indicator is 4.11, and the lowest is on the product characteristics of 3.96. These results can be illustrated in the following diagram.
In the diagram above shows that the distribution results of the highest Product Design answers on the agreed answers are 39% and the lowest results on the answers strongly disagree, namely 2%.

The results of the questionnaire data description of the brand image variable
The results of descriptive analysis of respondents' answers to each indicator of the brand image variable are presented in the following table: These results can be illustrated in the following diagram: In the diagram above shows that the distribution results of the highest Brand Image answers are very agreeable, which is 41% and the lowest results are strongly disagree, namely 2%.

The results of the personal selling variable questionnaire data description
The results of descriptive analysis of the respondents' answers to each indicator of the personal selling variable are presented in the following table: Table 4 shows that most respondents answered agree (40%). The results of the analysis on the average of all respondents' answers to the personal selling variable were 3.84. The results above indicate that the highest personal selling is on the empathy indicator at 3.96, and the lowest is on product knowledge at 3.79.
These results can be illustrated in the following diagram: The diagram above shows that the distribution results of personal selling answers are highest in agreeing answers, namely by 40% and the lowest results on strongly disagreeing answers, namely by 2%.
The results of the questionnaire data description of the customer satisfaction variables The results of descriptive analysis of respondents' answers to each indicator of the Customer Satisfaction variable are presented in the following table: can be illustrated in the following diagram: In the diagram above shows that the distribution results of the highest Customer Satisfaction answers are strongly agree, namely 34% and the lowest results on the answers strongly disagree, namely 3%.

Results of the data description of the customer loyalty questionnaire
The results of descriptive analysis of the respondents' answers to each indicator of the Customer Loyalty variable are presented in the following table:   Product design is one of the factors that differentiates a product from another. With differences in product design, consumers are able to differentiate products from one another and are able to become the identity of a product. Each product must have its own design created by the manufacturer to form the characteristics of the product and as a way to attract potential consumers to make purchases, one of which is the Polo  Source: Primary data, 2020  Source: Primary data, 2020