Analisis pengaruh lifestyle, perceived quality, perceived similarity, dan brand image terhadap customer loyalty pada pelanggan nike di Surabaya

Wibowo, Ryan (2016) Analisis pengaruh lifestyle, perceived quality, perceived similarity, dan brand image terhadap customer loyalty pada pelanggan nike di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Di zaman modern yang aktivitasnya sangat padat ini banyak sekali orang yang enggan untuk berolahraga dengan berbagai alasan. Salah satu perlengkapan olahraga yang dapat menunjang aktivitas olahraga tersebut adalah dengan menggunakan sepatu olahraga yang nyaman dan aman. Nike, Inc. adalah salah satu perusahaan sepatu, pakaian dan alat-alat olahraga Amerika Serikat yang merupakan salah satu yang terbesar di dunia. Saat ini, Nike, Inc memiliki competitor yang sangat banyak dalam pasar sepatu olahraga walau telah unggul menduduki posisi pertama dalam penjualan. Adapun tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari Lifestyle, Perceived Quality, Perceived Similarity, dan Brand Image terhadap Brand Image. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh variabel-variabel tersebut sehingga meningkatkan Customer Loyalty yang pada akhirnya akan meningkatkan konsumen Nike. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 100 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, mengetahui Nike dan pernah menggunakan produk Nike lebih dari sekali di Surabaya.Hasil penelitian menunjukkan bahwa variabel Customer Loyalty Nike di Surabaya dipengaruhi oleh variabel Lifestyle, Perceived Quality, Perceived Similarity, dan Brand Image secara signifikan . Dalam peneltian ini variabel yang mempengaruhi Customer Loyalty terbesar adalah variabel Perceived Quality dengan koefisien regresi sebesar 0.40, Perceived Similarity memiliki koefisien regresi sebesar 0.36 Brand Image memiliki koefisien regresi sebesar 0.28, dan Lifestyle memiliki koefisien regresi sebesar 0.22 / In modern times whose activity is very dense, many people who are reluctant to exercise a variety of reasons. One of the sports equipment that can support the activities of the sport is to use sports shoes are comfortable and safe. Nike, Inc. is one of the shoes, clothing and sports equipment United States which is one of the largest in the world. Currently, Nike, Inc. has very many competitors in the market of sports shoes have excelled despite occupying the first position in sales. The purpose of this study was to determine the effect of Lifestyle, Perceived Quality, Perceived Similarity and Brand Image to Brand Image. The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how much influence these variables thus increasing customer loyalty, which in turn will boost consumer Nike. This study is causal. The method used is quantitative method with data processing using AMOS. The data collection is done by distributing questionnaires to 100 respondents to the characteristics of male and female respondents aged 18-60 years, knowing Nike and never use Nike products more than once in Surabaya.Hasil showed that the variables Nike Customer Loyalty in Surabaya affected by variables Lifestyle, Perceived Quality, Perceived Similarity, and brand image significantly. In the present study the variables that affect the largest Customer Loyalty Perceived Quality is variable with a regression coefficient of 0.40, Perceived Similarity have a regression coefficient of 0:36 Brand Image has a regression coefficient of 0.28, and Lifestyle has a regression coefficient of 0:22

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