Detail Cantuman

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh konsumen dalam pembelian sepatu bermerek di Kota Batam dan juga pengaruh Kesadaran Merek, Persepsi Kualitas, Nilai Persepsi, Kepribadian Merek, Asosiasi Organisasi dan yang terakhir adalah Keunikan Merek terhadap Loyalitas Merek. Pengolahan data menggunakan fasilitas program PLS.Data diperoleh dengan menyebarkan kuisioner sebanyak 283 kepada responden. Penelitian ini menggunakan link formulir google yang disebarkan kepada komunitas milenial di Kota Batam.Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif yang signifikan antara Kesadaran Merek, Kepribadian Merek, Asosiasi Organisasi dan Keunikan Merek terhadap Loyalitas Merek, sedangkan Perceived Quality dan Perceived Value tidak menunjukkan pengaruh yang signifikan terhadap Loyalitas Merek. Penelitian ini untuk mengetahui seberapa loyal konsumen dalam membeli sepatu bermerek melalui beberapa faktor seperti Brand Awareness, Perceived Quality, Perceived Value, Brand Personality, Organizational Associations dan yang terakhir adalah Brand Uniqueness.
Kata Kunci: Kesadaran Merek, Kualitas Persepsi, Nilai Persepsi, Kepribadian Merek, Asosiasi Organisasi, Keunikan Merek, Loyalitas Merek.

The purpose of this study is to analyze the influence of consumers in purchasing branded shoes in Batam City and also the influence of Brand Awareness, Perceived Quality, Perceived Value, Brand Personality, Organizational Associations and also the last is Brand Uniqueness to Brand Loyalty. Processing the data using the PLS program facility. The data obtained is by distributing questionnaires as many as 283 to the respondents. This research uses a google form link that is distributed to millennial communities in Batam City. The results of this study indicate that there is a significant positive effect of Brand Awareness, Brand Personality, Organizational Associations and Brand Uniqueness on Brand Loyalty, while Perceived Quality and Perceived Value show no significant influence on Brand Loyalty. This study is to determine how loyal consumers are in purchasing branded shoes through several factors such as Brand Awareness, Perceived Quality, Perceived Value, Brand Personality, Organizational Associations and also the last one is Brand Uniqueness.
Keywords: Brand Awareness, Perceived Quality, Perceived Value, Brand Personality, Organizational Associations, Brand Uniqueness, Brand Loyalty.