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All Journal Jurnal Manajemen Kreatif dan Inovasi
Muhammad Ayman Ashari
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Decision Sciences, Operations Research & Management

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Pengaruh Brand Image, Product Quality dan Price terhadap Loyalitas Konsumen pada Sepatu Olahraga : (Studi pada Atlet Basket di Kota Medan) Muhammad Ayman Ashari; Hafiza Adlina; Onan Marakali Siregar
Jurnal Manajemen Kreatif dan Inovasi Vol. 3 No. 4 (2025): Oktober: Jurnal Manajemen Kreatif dan Inovasi
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jmki-widyakarya.v3i4.5631

Abstract

This study aims to analyze the influence of brand image, product quality, and price on consumer loyalty toward sports shoes among basketball athletes in Medan City. The research employed a quantitative approach with an associative design by distributing questionnaires to 78 respondents. The results indicate that brand image has no significant effect on consumer loyalty, while product quality and price show a positive influence. Simultaneously, the three variables contribute to the formation of consumer loyalty, particularly through usage satisfaction, repurchase intention, and recommendations to others. These findings highlight the importance of product quality and competitive pricing as the main factors in building consumer loyalty in the sports shoe market. This research provides insights for athletic shoe manufacturers to focus more on improving product quality and competitive pricing to maintain and expand market share among athletes. It also shows that while brand image can influence consumer perceptions, quality and price are more dominant in building long-term relationships with consumers in the athletic shoe industry.
Co-Authors Hafiza Adlina Siregar, Onan Marakali