Faktor-faktor Yang mempengaruhi Brand Loyalty Pada Sepatu Merek Nike

Prabowo, Arik Satya, Drs. Indriyo Gitosudarmo, M.Com.

2008 | Skripsi | S1 Extention - Management

Latar belakang dari penelitian ini adalah pentingnya untuk mempertahankan konsumen yang loyal yang sudah mulai dilakukan oleh para pemasar dalam 3 abad terakhir, dengan meneliti faktor-faktor yang berpengaruh terhadap brand loyalty. Penelitian ini menganalisa bagaimana pengaruh involvement, customer satisfaction, brand trust, perceived value, commitment, dan repeated purchase terhadap brand loyalty. Populasi dari penelitian ini adalah seluruh kalangan masyarakat Yogyakarta yang sudah familiar dengan sepatu Nike, dan sample dari penelitian ini adalah masyarakat kodya Yogyakarta dan Sleman yang merrupakan konsumen dari sepatu Nike. Teknik pengambilan sample menggunakan convenience sampling. Responden dari penelitian ini berjumlah 150 responden. Uji hipotesi menggunakan analisi regresi berganda. Hasil penelitian menunjukan keenam faktor yaitu involvement, customer satisfaction, brand trust, perceived value, commitment, dan repeated purchase memiliki pengaruh yang signifikan terhadap brand loyalty. Key Word : Brand Loyalty, Involvement, Satisfaction, Brand trust, perceived value, commitment, dan repeated purchase

Background from this research is important to maintain loyalty consumer, with checking factors having an effect on to brand loyalty. This research analyzes how involvement, satisfaction customer, brand trust, perceived value, commitment, and repeated purchase influence to brand loyalty. Population from this research is all Yogyakarta society which have familiar with Nike shoes, and sample from this research is Kodya Yogyakarta and Sleman society representing consumer from Nike shoes. Technique of sample using sampling convenience. Responder from this research amount to 150 responder. The model has been developing by using multiple regressions. Result for this study is six factors is involvement, customer satisfaction, brand trust, perceived value, commitment, and repeated purchase have significance influence to brand loyalty. Key Word : Brand Loyalty, Involvement, Satisfaction, Brand trust, perceived value, commitment, and repeated purchase.

Kata Kunci : Brand Loyalty; Loyalitas Merek; Sikap Konsumen