Abstract
The purpose of this study is to analyze the influence of perceived quality and brand image on brand loyalty towards Reebok shoes brand equity. The population of this study is people who have used Reebok shoes, while the study sample is 80 people determined using non-probability sampling method specifically purposive sampling. The analytical tool used in this study is PLS (Partial Least Square). Based on the results of the analysis, perceived quality has a positive and significant effect on brand loyalty, brand image has a positive and significant effect on brand loyalty, and brand loyalty has a positive and significant effect on brand equity. To build brand equity, Reebok should focus on customer brand loyalty by paying attention to their customers’ perceived quality and image of the brand.
 Keywords: perceived quality, brand image, brand loyalty, brand equity
Highlights
The purpose of this study is to analyze the influence of perceived quality and brand image on brand loyalty
The analytical tool used in this study is
Reebok should focus on customer brand loyalty by paying attention
Summary
TOP TOP - Salah satu variabel dalam pengukuran dari Top Brand Award adalah commitment share yang ditentukan dari loyalitas dari konsumen. Peneliti ingin menguji pengaruh persepsi kualitas dan citra merek terhadap loyalitas merek dalam membangun ekuitas merek untuk menyelesaikan masalah pada produk sepatu Reebok. Hasil penelitian ini diharapkan menambah pengetahuan baik bagi manajemen Reebok mengenai pengukuran pengaruh persepsi kualitas dan citra merek terhadap loyalitas merek dalam membangun ekuitas merek. METODE PENELITIAN Jenis penelitian ini menurut tingkat eksplanasinya merupakan penelitian asosiatif karena menjelaskan hubungan dua variabel atau lebih yaitu pengaruh persepsi kualitas dan citra merek terhadap loyalitas merek dalam membangun ekuitas merek. Objek dalam penelitian ini adalah pengaruh persepsi kualitas dan citra merek terhadap loyalitas merek dalam membangun ekuitas merek di Kota Denpasar dan Kota Jakarta. Data kualitatif dalam penelitian ini berupa pendapat dari responden terhadap pertanyaan dalam kuesioner mengenai pengaruh persepsi kualitas dan citra merek terhadap loyalitas merek dalam membangun ekuitas merek. Karakteristik responden disajikan pada Tabel 2 berikut
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