The Influence of Brand Equity on Brand Loyalty of Adidas Shoes Mediated by Customer Satisfaction

Maria Isabel  Clarisa; Lena Ellitan; Visi Saujaningati  Kristiyanto

doi:10.24123/jeb.v4i2.5483

Maria Isabel Clarisa Universitas Katolik Widya Mandala, Indonesia
Lena Ellitan Universitas Katolik Widya Mandala, Indonesia
Visi Saujaningati Kristiyanto Universitas Katolik Widya Mandala, Indonesia

DOI: https://doi.org/10.24123/jeb.v4i2.5483

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PDF Downloads: 666 times

Keywords: Brand Equity, Brand Loyalty, Customer Satisfaction, Brand Awareness, Brand Association

Abstract

Pupose: This study aims to analyse the influence of brand equity on brand loyalty of Adidas shoes mediated by customer satisfaction. The data used was collected through google form. The researcher collected 180 respondents which domiciled in Indonesia, 17 – 50 years old, and has the experience of minimum 6 – 12 months using Adidas. The data will then processed using Smart PLS 3.0 under the method of SEM (Structural Equation Model Method).

Method: The sampling method used is purposive sampling and non-probability sampling technique. The purpose of this technique is not to provide equal opportunities for members of the population to be selected as samples. Meanwhile, purposive sampling is a sampling method through consideration of selecting the most profitable research subjects to provide the required information. The sample criteria used by the author in this study are as follows: 1. Domiciled in Indonesia 2. Minimum age 17 – 50 years old 3. Have the experience of using Adidas Shoes (minimal 6 months – 1 year). The data that has been collected will be processed into information using the SEM - PLS (Structural Equation Modelling - Partial Least Square) method. This method aims to develop concepts in exploration. This method emphasizes understanding the variance of a dependent variable when examining the research model.

Result: Researcher found that physical quality and brand identification do not have significant influence on customer satisfaction. While trust and environment have significant influence on customer satisfaction. Lastly, customer satisfaction has significant influence on brand loyalty.

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