PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS DAN BAURAN PEMASARAN (4P) TERHADAP LOYALITAS KONSUMEN SEPATU SPORT MEREK ADIDAS DI KOTA PADANG

Abstract

The purpose of this study was to determine the effect of brand awareness, perceived
quality and marketing mix (4p) on customer loyalty Adidas sport shoes in Padang City. The
populations in this study were all consumers who have used and buying Adidas sport shoes in
Padang City. The sampling technique was purposived sampling, while the number of samples
have for the analysis was 100 consumers. The technique analysis data that used for testing
hypotheses is multiple linear regression. The results was found that the brand awareness,
perceived quality and marketing mix (4p) on customer loyalty. Variables which have a
significant effect in this study is place and perceived quality on customer loyalty Adidas sport
shoes in Padang City.
Keywords : Brand awareness, perceived quality, product, price promotion, place and
customer loyalty