PENGARUH CITRA MEREK, KEPERCAYAAN MEREK DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS MEREK SEPATU NIKE DI SURABAYA

Soni Harsono, Rollaz Dodo Pamungkas

Abstract


This study aimed to test the brand image, brand trust and customer satisfaction on brand loyalty nike shoes in Surabaya. This study using SPSS version 16.00. The population in this study is the Nike shoes in Surabaya. The data used in this study using a questionnaire. This research method used is quantitative method. To conduct this study, data were collected as many as 80 respondents. The sampling technique used was purposive sampling.Multiple linear regression analysis was used in this study to analyze the data statistically. The results showed that (1) a significant difference between the variables of brand image on brand loyalty Nike shoes in Surabaya, (2) 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

Keywords


Brand, Brand Trust, Customer Satisfaction, Brand Loyalty



DOI: http://dx.doi.org/10.14414/jbb.v8i2.1545

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