Pengaruh Citra Merek Terhadap Loyalitas Konsumen Sepatu Merek Vans Di Kota Bandung

Mas Adrian Mawardi, Trisha Gilang Saraswati

Abstract

Abstrak Vans merupakan merek sepatu yang pertama kali berdiri pada 16 Maret 1966 di Anaheim, California. Vans sudah berdiri lebih dari 50 tahun, dan selama itu pun vans bertahan menghadapi berbagai perubahan di dalam industri sneakers. Dengan banyaknya pesaing di dalam industri sneakers pada saat ini, vans bisa bertahan dan masih dilirik konsumen, peneliti tertarik meneliti citra merek vans, apakah mempengaruhi loyalitas konsumen, dan seberapa besar pengaruhnya terhadap loyalitas konsumen. Variabel yang digunakan yaitu citra merek (X), dengan dimensi Strength of Brand Association, Favorable of Brand Association, Uniqueness of Brand Association. Variabel loyalitas konsumen (Y), dengan dimensi Makes regular repeat purchase, Purchase across product and service lines, Refers other, Demonstrates an immunity to The Full of The Competition. Pada penelitian ini, metode yang digunakan adalah metode deskriptif verifikatif dan regresi sederhana, dengan populasi konsumen produk sepatu merek Vans di Kota Bandung yang telah melakukan pembelian lebih dari satu kali. Sampel yang digunakan adalah 100 responden. Berdasarkan hasil penelitian deskriptif variabel citra merek (X) dalam kategori cukup baik dengan persentase sebesar 66,8% dan variabel Loyalitas konsumen (Y) berada dalam kategori cukup baik dengan persentase sebesar 66,17%. Besarnya pengaruh citra merek (X) terhadap loyalitas konsumen (Y) sebesar 35,88%. Kata Kunci : Citra Merek, Loyalitas Konsumen Abstract Vans is a shoe brand that was first established on March 16, 1966 in Anaheim, California. Vans has been established for more than 50 years, and during that time vans survived various changes in the sneakers industry, With so many competitors in the sneakers industry at the moment, vans can survive and still get attention by consumers, researchers are interested in examining vans brand image, whether it affects consumer loyalty, and how much influence it has on consumer loyalty. The variables used are brand image (X), with dimensions of Strength of Brand Association, Favorable of Brand Association, Uniqueness of Brand Association. Consumer loyalty variable (Y), with dimensions of regular repeat purchase, Purchases across product and service lines, Refers other, Demonstrating immunity to The Full of The Competition. In this study, the used method is descriptive verification method and simple regression with a consumer population of Vans brand footwear products in Bandung, which has made purchases more than once. The sample used was 100 respondents. Based on the results of the descriptive research variable brand image (X) in the fairly good category with a percentage of 66.8% and Consumer Loyalty variable (Y) is in a fairly good category with a percentage of 66.17%. The influence of brand image (X) on consumer loyalty (Y) is 35.88%. Keywords: Brand Image, Consumer Loyalty

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