INFLUENCE OF BRAND LOYALTY ON CONSUMER SATISFACTION TOWARDS SPORTSWEAR (FUTSAL SHOES)
ABSTRACT: Sportswear has
become a common and popular category among young people as it identifies them
with a more relaxed lifestyle, greater versatility and comfort. Many companies,
especially those in the sportswear industry try to enhance brand loyalty among
their customers. The purposes of this research is to know the impact of brand
loyalty of sportswear based on customer satisfaction on marketing. This
research use quantitative research with Multiple Regressions analysis method by
using validity and reliability test to measure the data that had been gathered
by the questtionnaire. The result shows that Brand Name, Product Quality,
Product Style, and Product Promotion influence have significant impact on
Consumer satisfaction towards futsal shoes simultaneously.The marketers of
sport wear products must consider about the importance Brand Name, Product
Quality, Product Style and Product Promotion, regarding with it in advanced. On
the other hand, the owner of sport wear products must also evaluate other
important factors that affect the consumer satisfaction in regard to the
continuity of the business in the future.
Author: Riefaldo Akwila Lodjo,
Ferdinand Tumewu
Journal Code: jpmanajemengg150070
