Pengaruh Brand Image, Brand Association dan Brand Loyalty Terhadap Perceived Services Yang Mengacu Pada Purchase Intention Konsumen Pada Sepatu Olahraga Nike

Authors

  • Delius Widianata Universitas Pelita Harapan
  • Warren A. Setyabudi Universitas Pelita Harapan
  • Juniarty Juniarty Universitas Pelita Harapan

Abstract

Pada penelitian ini untuk menganalisa sebagaimana besarnya  pengaruh brand image, brand association, brand loyalty terhadap perceived services sehingga dapat membawa pada purchase intention. Metode pengumpulan data menggunakan purposive sampling dengan responden sejumlah 250 orang dan metode analisis yang digunakan adalah SPSS dan SEM. Hasil dalam penelitian ini menunjukkan bahwa variabel brand image, brand association, dan brand loyalty memiliki pengaruh terhadap perceived services yang mengacu kepada purchase intention. Hasil ini sama seperti penelitian-penelitian terdahulu. Adapun saran untuk perusahaan yakni faktor-faktor branding yang telah dibangun sejak lama serta kualitas pelayanan harus terus dipertahankan, juga semakin memberikan value-added terhadap produk Nike sehingga konsumen dapat merasakan kepuasan lebih atas apa yang mereka keluarkan untuk produk Nike.

Keywords : brand  image, brand association brand loyalty, perceived services, purchase intention.

 

Published

2022-01-31

Issue

Vol. 6 No. 1 (2022)

Section

Articles

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