PENGARUH BRAND LOYALTY TERHADAP VARIETY SEEKING ONLINE SHOPPING PRODUK FASHION SEPATU NIKE DI KOTA PADANG

Abstract

In general, the reasons consumers shop online fashion products through Nike shoes in the city of Padang is as easy to find a product with different variations. The independent variables and the dependent variable brand loyalty, variety seeking. This study aims to determine the effect on variety seeking, brand loyalty online shopping nike shoes fashion products in Padang. The sample in this study is that consumers who buy products through online shopping fashion Nike shoes in the city of Padang totaling 138 people. Techniques used in sampling is purposive sampling. The data used is primary data through questionnaires. Data analysis method used was simple linear regression analysis Hypothesis testing using T-test statistical test to prove the influence of the independent variable on the dependent variable partially or individual. The results of this study found that brand loyalty positive effect on variety seeking online shopping fashion products Nike shoes in the city of Padang. This indicates that the lower brand loyalty, the higher the variety seeking online shopping nike shoes fashion products in the city of Padang. Keywords: Brand Loyalty, Variety Seeking, Online Shopping