| dc.description.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. | en_US |
