ANALISIS PENGARUH PERCEIVED QUALITY, BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY KEPADA PELANGGAN APPAREL NIKE DI SURABAYA
Abstract
Business competition in sports is expanding to lifestyle businesses such as Nike
Apparel in Indonesia, especially Surabaya. Companies that develop by creating
variants that combine Sport and Lifestyle more and more. This is due to the needs
of people who want to feel health with an attractive appearance. Because of the
increasing prevalence of apparel companies like Nike more and more and growing
in order to dominate market share. Then entrepreneurs must be able to read,
analyze, and formulate and create opportunities through Brand Loyalty that
Customers expect and need. This study aims to analyze the influence of the
variables Perceived Quality, Brand Image and Brand Trust on Brand Loyalty in
Nike Apparel.
This research was conducted with multiple linear regression analysis method by
taking a sample of 100 respondents who had an average age of 17-60 years. To
process and analyze data in this study, that is by using SPSS as software to
manage data. The analysis results show that Statistical Product and Service
Solutions (SPSS) with version 22.0 as software for processing data.
The results showed that the Perceived Quality, Brand Image and Brand Trust
variables had a positive and significant influence on Brand Loyalty
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