Pengaruh Citra Merek, Kepercayaan Merek dan Kepuasan Pelanggan terhadap Loyalitas Merek Sepatu Nike di Surabaya

Rollaz Dodo Pamungkas
2019 Journal of Business & Banking  
A B S T R A C T This study aimed to test the effect of the brand image, brand trust, and customer satisfaction on brand loyalty NIKE shoes in Surabaya. This quantitative study used SPSS version 16.00 for the data analysis, with the population of Nike shoes in Surabaya. The data were collected using questionnaires towards 80 respondents. They were selected based on the method of purposive sampling. Multiple linear regression analysis was also for analyzing the data. The results showed that (1)
more » ... s showed that (1) there is a significant difference between the variables of brand image on brand loyalty Nike shoes in Surabaya, (2) there is also a significant difference between the variables of confidence in the brand to brand loyalty Nike shoes in Surabaya (3) a significant difference between the variables customer satisfaction on brand loyalty Nike shoes in Surabaya. A B S T R A K Penelitian ini bertujuan untuk menguji pengaruh citra merek, kepercayaan merek, dan kepuasan pelanggan terhadap loyalitas merek sepatu NIKE di Surabaya. Penelitian kuantitatif ini menggunakan SPSS versi 16.00 untuk analisis data, dengan populasi sepatu Nike di Surabaya. Data dikumpulkan dengan menggunakan kuesioner terhadap 80 responden. Mereka dipilih berdasarkan metode purposive sampling. Analisis regresi linier berganda juga untuk menganalisis data. Hasil penelitian menunjukkan bahwa (1) terdapat perbedaan yang signifikan antara variabel citra merek pada loyalitas merek sepatu Nike di Surabaya, (2) ada juga perbedaan yang signifikan antara variabel kepercayaan pada merek terhadap loyalitas merek sepatu Nike di Surabaya (3) perbedaan yang signifikan antara variabel kepuasan pelanggan terhadap loyalitas merek sepatu Nike di Surabaya.
doi:10.14414/jbb.v8i2.1545 fatcat:7fuoezi6pnh2tly4qjk5gve6va