Pengaruh Brand Trust Sepatu Panjat Tebing La Sportiva terhadap Consumer Loyalty pada Atlet di Jawa Barat

Hernandias Argo S. C. Widianto, Anastasia Wulandari, Gemala Nurendah

Abstract


Abstract

This study aims to identify the effect of brand trust rock climbing shoes La Sportiva on consumer loyalty towards athletes in west java. This study uses quantitative method with correlational research design. The respondents on this study are 179 rock climbing athletes who also become the consumers of rock-climbing shoes at La Sportiva in west java and the age is between 14–27 years old. This study uses purposive sampling technique and the instrumed used is brand trust scale and consumer loyalty scale. Analysis of the data used is simple linear regression. The result of this study shows that there is a significant effect between brand trust towards consumer loyalty of rock-climbing shoes La Sportiva on athletes in west java.

Keywords: brand trust, consumer loyalty, rock climbing

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh brand trust sepatu panjat tebing La Sportiva terhadap consumer loyalty pada atlet di Jawa Barat. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian korelasional. Responden pada penelitian ini berjumlah 179 atlet panjat tebing konsumen sepatu panjat tebing La Sportiva di Jawa Barat. Responden pada penelitian ini berusia 14–27 tahun, diambil dengan menggunakan teknik purposive sampling. Instrumen yang digunakan untuk pengambilan data adalah brand trust scale dan consumer loyalty scale. Teknis analisis data pada penelitian ini menggunakan teknik analisis regresi linear sederhana. Hasil penelitian ini menunjukkan adanya pengaruh yang signifikan antara brand trust terhadap consumer loyalty sepatu panjat tebing La Sportiva pada atlet di Jawa Barat.

Kata kunci: brand trust, consumer loyalty, panjat tebing

 


Keywords


brand trust, consumer loyalty, panjat tebing, rock climbing

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References


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DOI: https://doi.org/10.17509/insight.v6i1.64729

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