ANALISA ASOSIASI MEREK, NILAI PRODUK, DAN KUALITAS PELAYANAN, SERTA PENGARUHNYA TERHADAP KEPUASAN DAN KESETIAAN PELANGGAN NIKE DI SURABAYA

Abstract

Competition in sports apparel nowadays can be said fairly tight between one brand and another brands, includes a new local brand that start raising. Especially in nowadays, people awareness of their need to exercise is pretty significant. People always want a product that fits their expectations, with interesting innovations. This factor can make them captivated and use these products for onward. One of the famous brands of sports apparel in the world and even in Indonesia is Nike. Positive effort and impression of NKE arise in consumer came form their Satisfaction and lead to Loyalty. This study objective is to analyze the factors that affect the level of customer satisfaction and loyalty in Nike sports apparel The sample used in this research that people who live in Surabaya with a minimum age of 17 years which have used or buy Nike products more than 2 times in the last one year. One hundred and ten samples have been taken as respondents. The model used in this study illustrate that customer satisfaction is influenced by variables Brand Association, Product Value, and Quality of Service. And on customer loyalty is influenced Brand Association, Product Value, and Quality of Service and Customer Satisfaction. Based on the calculation of the regression coefficients obtained that the variables of service quality has a positive influence and have a greater influence compare to brand association and product value to customer satisfaction. Quality of service variable is also a dominant variable in affecting customer loyalty variable compare to brand association, and product value and customer satisfaction.