PENGARUH SELF-CONGRUENCY, CUSTOMER INVOLVEMENT, DAN PERCEIVED QUALITY TERHADAP BRAND LOYALTY KONSUMEN PADA SEPATU ADIDAS (SURVEI PADA KONSUMEN PENGGUNA SEPATU ADIDAS DI JAKARTA)

FAZRI, FAZRI (2020) PENGARUH SELF-CONGRUENCY, CUSTOMER INVOLVEMENT, DAN PERCEIVED QUALITY TERHADAP BRAND LOYALTY KONSUMEN PADA SEPATU ADIDAS (SURVEI PADA KONSUMEN PENGGUNA SEPATU ADIDAS DI JAKARTA). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study was conducted to determine the effect of self congruency, customer involvement and perceived quality on brand loyalty for Adidas consumers. The research method used in this study is a quantitative method. The object of research used in this study were 84 Adidas users. The data processing method used in this study is partial least square. The results showed that self congruency, customer involvement and perceived quality significantly influence the brand loyalty of Adidas consumers, therefore the Adidas brand is recommended to maintain aspects of Adidas shoe design because the compatibility between one's self and Adidas shoes (Self Congruency) is an important factor and some steps that can be carried out such as evaluating and continuing to analyze the character, design, appearance, and all aspects that affect the compatibility between consumers and Adidas shoes. In addition, Adidas can also improve and maintain the quality of Adidas shoes by paying attention to the raw materials, materials and uses of Adidas shoes for consumers. In addition, shoes can also use the latest technology that can maximize the comfort of Adidas users and provide discounts for shoes that have fallen behind so that all consumers can try Adidas shoes at affordable prices. Keywords : Self Congruency, Customer Involvement, Perceived Quality, Brand Loyalty Penelitian ini dijalankan untuk mengetahui pengaruh self congruency, customer involvement dan perceived quality terhadap Brand Loyalty konsumen Adidas. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif. Objek penelitian yang digunakan dalam penelitian ini adalah 84 pengguna Adidas. Metode pengolahan data yang digunakan dalam penelitian ini adalah partial least square. Hasil penelitian menunjukkan bahwa self congruency, customer involvement dan perceived quality berpengaruh signifikan terhadap Brand Loyalty konsumen Adidas, oleh karena itu brand Adidas disarankan untuk menjaga aspek-aspek desain sepatu Adidas karena kecocokan antara diri seseorang dengan sepatu Adidas (Self Congruency) adalah faktor yang penting dan beberapa langkah yang dapat dijalankan seperti mengevaluasi dan terus menganalisa karakter, desain, tampilan, dan seluruh aspek yang mempengaruhi kecocokan antara konsumen dengan sepatu Adidas. Selain itu pihak Adidas juga dapat meningkatkan dan menjaga kualitas sepatu Adidas dengan cara memperhatikan bahan baku, material dan kegunaan sepatu Adidas terhadap konsumen. Selain itu, sepatu juga dapat menggunakan teknologi terbaru yang dapat memaksimalkan kenyamanan pengguna Adidas dan memberikan diskon untuk sepatu-sepatu yang sudah tertinggal eranya sehingga semua konsumen dapat mencoba sepatu Adidas dengan harga terjangkau. Kata kunci: self congruency, customer involvement, perceived quality, Brand Loyalt

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