ANALISIS TERHADAP BRAND PREDICTABILITY, BRAND LIKING, BRAND COMPETENCE, BRAND REPUTATION, DAN TRUST IN THE COMPANY YANG MEMPENGARUHI LOYALITAS MEREK KONSUMEN SEPATU FUTSAL NIKE DI KOTA YOGYAKARTA

Galih Kus Andhika, Prof. Dr. Basu Swastha Dharmmesta, MBA,

2011 | Tesis | S2 Magister Manajemen

Penelitian ini bertujuan untuk mempelajari secara empirik pengaruh dari brand predictability, brand liking, brand competence, brand reputation, dan trust in the company pada brand loyalty. Merek yang diteliti adalah merek sepatu futsal NIKE. Responden dari penelitian ini adalah para pengguna sepatu futsal merek NIKE di kota Yogyakarta. Alat analisis yang digunakan untuk menjawab tujuan penelitian ini adalah Regresi Linear Berganda. 250 pelanggan sepatu futsal NIKE di kota Yogyakarta diambil sebagai sampel, dan hasil penelitian menunjukkan bahwa brand predictability dan trust in the company berpengaruh pada brand loyalty. Temuan yang menarik adalah tidak ada pengaruh brand liking, brand competence¸dan brand reputation pada brand loyalty sepatu futsal merek NIKE di kota Yogyakarta.

This research aims to study empirically the influence of brand predictability, brand liking, brand competence, brand reputation, and trust in the company on brand loyalty. Brands studied were NIKE futsal shoes. Respondents of this study is user NIKE futsal shoes in the city of Yogyakarta. The analytical tools used to answer the purposes of this study is Multiple Linear Regression. 250 customers NIKE futsal shoes in the city of Yogyakarta taken as samples, and the results showed that the brand predictability and trust in the company influence on brand loyalty. An interesting finding is that no influence of brand liking, brand competence and brand reputation in brand loyalty NIKE futsal shoes in the city of Yogyakarta.

Kata Kunci : brand predictability, brand liking, brand competence, brand reputation, trust in the company, brand loyalty, NIKE