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Andika Putra Zarfandi
Universitas Negeri Padang
Humanities Environmental Science Social Sciences

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Brand equity, brand loyalty, and customer satisfaction: Case study on Nike Andika Putra Zarfandi; Astra Prima Budiarti
Marketing Management Studies Vol. 2 No. 4 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i4.327

Abstract

This study aims to prove and analyze the effect of brand equity on brand loyalty with customer satisfaction as an intervening variable for Nike shoe users in Pekanbaru City. In this study, the samples were several users of Nike brand sports shoes in Pekanbaru City. In this study, the research variables used can be grouped into three, namely endogenous variables, namely brand loyalty. The two exogenous variables are brand equity, while the intervening variable is customer satisfaction The data analysis method used quantitative analysis is carried out using Structural Equation Model (SEM) which is processed using Smart PLS assistance. Based on the results of hypothesis testing, it was found that Brand equity had a positive and significant effect on brand loyalty of Nike shoe users in Pekanbaru City. Testing the second hypothesis found Brand equity on customer satisfaction in Nike brand shoes users in Pekanbaru. In testing the third hypothesis, it was found that customer satisfaction has a positive and significant effect on brand loyalty to Nike brand shoe users in Pekanbaru City
Co-Authors Astra Prima Budiarti