Edenia, Maria
(2018)
Influence of brand image, brand trust, consumer satisfaction on brand loyalty of Adidas in Jabodetabek.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The fashion industry is known as the fastest growing industry. This makes business people attracted to join in this industry. In the fashion industry, specifically in the sportswear, Adidas is a well-known brand among the other sportswear brands. Looking from their revenue, they rank as the second sportswear brand globally. With the high interest in fashion industry, Adidas needs to make a find out how to make their consumer loyal to their brand to maintain their second position. The conduct of this research is to find out the influence of brand image, brand trust, and consumer satisfaction on brand loyalty of Adidas especially on the consumer of Adidas living in the Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) area. This research will be using the quantitative method by distributing questionnaires though electronic and online to 110 respondents who is a consumer of Adidas. The result from the questionnaires will be calculated using the Smart PLS software. The findings from the result of the calculated data in the Smart PLS software, it shows that brand image, brand trust, and consumer satisfaction has positive and significant influence on brand loyalty.
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