| dc.description.abstract | Apparel industry plays a pivotal role in developing countries economy in terms of
revenue generation and job creation. Due to the global sourcing and high level of price
competition, apparel industry is facing a drastic change. Positive growth in the global apparel
market is mostly caused by favorable demographic factors, rise in disposable incomes, change in
consumer behavior and a substantial shift towards branded apparel. In 2016, sales of sportswear,
increasing just fewer than 7% and outpaced all other categories for the third year in a row. The
biggest part of that market is still held by the performance of sportswear, “sports-inspired is the
category driving growth,” said Bernadette Kissane, Euromonitor’s apparel and footwear analyst,
in the report. Over the past few years, activewear has turned into a huge part of everyday fashion
and eaten into sales of regular clothes. Nike, Inc. was found on 8 September 1969. It involved in
many things, which are design, apparel, selling athletic footwear, services, equipment,
accessories, and marketing. Nike-owned retail store, internet website, and other independent
distributors and licensees throughout the world are ways where Nike distributes its products. In
2017, Nike retained its position as the most valuable apparel brand in the world. Nike is proofed
to have strong brand loyalty. Therefore, the researcher has planned to conduct the study of
factors that influences Brand Loyalty of Nike.
The data used in this test were collected from 142 respondents. Five-point Likert type
was used to obtain respondent’s level of agreement. The eligibility of 142 respondents, they must
have bought Nike apparel for at least three times in six months. The study revealed significant
result of Brand Image towards Customer Satisfaction, Brand Experience towards Customer
Satisfaction, Brand Quality towards Brand Loyalty, and Customer Satisfaction towards Brand
Loyalty. As well as insignificant results of Brand Quality towards Customer Satisfaction and
Brand Image towards Brand Loyalty. This research used descriptive analysis and multiple linear
regression analysis with SPSS to test the relationship between variables.
This research finding revealed that in order Nike to gain Brand Loyalty Nike should
focus on improving its Customer Satisfaction. To increase Customer Satisfaction, Nike should
focus on Brand Image, Brand Quality, and Brand Experience | en_US |
