Pengaruh Citra Merek (Brand Image) Terhadap Loyalitas Konsumen (Studi Kasus Pada Sepatu Sport Merek Champion Di Payless Shoesource Mall SKA Pekanbaru
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Institusion

Universitas Islam Riau

Author

Syafriadi, Ghina Afifah

Subject

HD28 Management. Industrial Management 

Datestamp

2022-05-19 15:01:39 

Abstract :
The purpose of this study was to determine and analyze the effect of brand image on consumer loyalty to Champion brand sport shoes at Payless Shoesource Mall SKA Pekanbaru. The population in this study are consumers who buy shoes at Payless Shoesource Mall SKA Pekanbaru. The sampling technique in this study used purposive sampling, namely the determination of the sample based on the objectives and considerations of the researcher. Data collection techniques in this study using a questionnaire. The data analysis technique in this study uses descriptive analysis and SPSS 26. The results of this study indicate that brand image has a significant effect on consumer loyalty to Champion Brand Sport shoes at Payless Mall SKA Pekanbaru. Brand image has a strong enough effect on consumer loyalty by 62.4%. 

File :
155210743.pdf