PENGARUH KEPERCAYAAN MEREK DAN IDENTIFIKASI MEREK TERHADAP BRAND EVANGELISM SEPATU ATLETIK MEREK NIKE DI SURABAYA
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kepercayaan merek dan identifikasi merek terhadap brand evangelism di Surabaya. Jenis penelitian yang digunakan adalah applied research yang menggunakan 5 variabel yaitu kerpercayaan merek, identifikasi merek, serta brand evangelism yang digambarkan oleh brand purchase intention, positive brand referral dan oppositional brand referral. Sumber data yang digunakan adalah data primer yaitu dengan menyebarkan kuesioner. Sampel yang digunakan dalam penelitian ini sebanyak 138 kuesioner yang telah disebarkan di Surabaya. Teknik pengambilan sampel yang digunakan adalah convenience sampling dan data akan diolah dengan menggunakan bantuan SPSS 18.0 for windows dan Lisrel 8.70. Hasil penelitian yang diperoleh menunjukkan terdapat pengaruh yang signifikan antara brand trust dan brand identification terhadap brand evangelism. Sedangkan pengaruh brand trust dan positive brand referral terhadap oppositional brand referral tidak terbukti.
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