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