Analisis Faktor-Faktor yang Mempengaruhi Brand Loyalty pada Consumer Sportswear

Sarjono, Wendy (2011) Analisis Faktor-Faktor yang Mempengaruhi Brand Loyalty pada Consumer Sportswear. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

This study aims to investigate the factors of brand loyalty on Adidas sport’s equipment with observation period from 2010 until February 2011. Independent variables are brand name, product quality, price, style, promotion, service quality and store environment, while the dependent variable is brand loyalty. This research is a basic research and comparative causal research. The statistical method that used in this study is multiple regression method. This research used 254 samples of banking employees in Batam Island listed with purposive sampling. The results showed that service quality and promotion are the most important variables effecting brand loyalty. While others variable like brand name, product quality, price, style, and store environment also have a significant effect on brand loyalty. Keywords: Factors of a brand loyalty, Brand name, Product quality, Price, Style, Promotion, Service quality, and Store environment.

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