Pengaruh Brand Trust, Brand Identification Dan Brand Commitment Terhadap Brand Loyalty Pada Sepatu Olahraga
DOI:
https://doi.org/10.37385/msej.v3i6.1116Keywords:
Brand Trust, Brand Identification, Brand Commitment, Brand LoyaltyAbstract
Pertumbuhan bisnis saat ini berkembang pesat, dimana persaingan yang sangat ketat, membuat banyak perusahaan sepatu olahraga terus meningkatkan kualitas sesuai tren saat ini. Tahun 2020 merupakan tahun yang berat bagi perusahaan karena adanya pandemi covid 19. Sehingga banyak perusahaan berlomba-lomba untuk menciptakan keunggulan dari masing-masing merek perusahaannya agar selalu dapat bersaing dengan merek yang ada. Maka penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh brand trust, brand identification, brand commitment dan brand loyalty terhadap merek sepatu olahraga. Metode yang digunakan adalah data sekunder, dimana data yang terkumpul sebanyak 315 responden. Dalam penelitian ini peneliti menggunakan ukuran sampel 10:1, dimana hasil penelitian menunjukan bahwa variabel brand trust terhadap brand commitment berjalan secara positif signifikan, brand identification terhadap brand commitment berjalan secara positif signifikan dan brand commitment terhadap brand loyalty berjalan secara positif signifikan .
Kata Kunci : Brand Trust, Brand Identification, Brand Commitment, Brand Loyalty
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