ANALISIS PENGARUH LIFESTYLE, PERCEIVED QUALITY, PERCEIVED SIMILARITY, DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY PADA PELANGGAN NIKE DI SURABAYA

Abstract

In modern times whose activity is very dense, many people who are reluctant to exercise a variety of reasons. One of the sports equipment that can support the activities of the sport is to use sports shoes are comfortable and safe. Nike, Inc. is one of the shoes, clothing and sports equipment United States which is one of the largest in the world. Currently, Nike, Inc. has very many competitors in the market of sports shoes have excelled despite occupying the first position in sales. The purpose of this study was to determine the effect of Lifestyle, Perceived Quality, Perceived Similarity and Brand Image to Brand Image. The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how much influence these variables thus increasing customer loyalty, which in turn will boost consumer Nike. This study is causal. The method used is quantitative method with data processing using AMOS. The data collection is done by distributing questionnaires to 100 respondents to the characteristics of male and female respondents aged 18-60 years, knowing Nike and never use Nike products more than once in Surabaya.Hasil showed that the variables Nike Customer Loyalty in Surabaya affected by variables Lifestyle, Perceived Quality, Perceived Similarity, and brand image significantly. In the present study the variables that affect the largest Customer Loyalty Perceived Quality is variable with a regression coefficient of 0.40, Perceived Similarity have a regression coefficient of 0:36 Brand Image has a regression coefficient of 0.28, and Lifestyle has a regression coefficient of 0:22.