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Pengaruh Kualitas Produk dan Promosi terhadap Loyalitas Merek dan Dampaknya pada Niat Pembelian Ulang Sepatu Adidas di Surabaya

Murozi, M Ali (2020) Pengaruh Kualitas Produk dan Promosi terhadap Loyalitas Merek dan Dampaknya pada Niat Pembelian Ulang Sepatu Adidas di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The presence of brand loyalty to consumers will reduce marketing costs and increase the price of the brand. This study examines the effect of product quality and promotion on brand loyalty and impacts the intention to repurchase Adidas shoes in Surabaya. The population in this study are consumers who have used Adidas shoes and want to buy back Adidas shoes in the Surabaya area. Data obtained from 130 respondents, and submitted with the Partial Least Square Structural Equation Modeling (PLS-SEM) test. The results of the analysis test showed a significant product quality on brand loyalty in Adidas shoes customers in Surabaya, promotion was not significant on brand loyalty in Adidas shoes in Surabaya. Significant brand loyalty towards repurchase intentions on Adidas shoes in Surabaya. Key words: Product Quality, Promotion, Brand Loyalty, Repurchase Intention.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: M. ALI MUROZI
Date Deposited: 25 Sep 2020 08:07
Last Modified: 27 Sep 2020 15:57
URI: http://eprints.perbanas.ac.id/id/eprint/7133

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