| dc.description.abstract | The sports industry, particularly basketball, is rapidly growing in Indonesia, with athletes requiring footwear that supports both performance and comfort. The decision to choose sports shoes is influenced by brand image, product quality, and price. Although well-known brands are often selected for their quality and status, price remains an important consideration for athletes when choosing affordable footwear.
This study aims to analyze how brand image, product quality, and price affect consumer loyalty toward sports shoes. The influence of these three variables will be analyzed both partially and simultaneously.
This research uses a quantitative method with an associative approach. The population in this study consists of basketball athletes in the city of Medan. The sample includes 78 respondents, selected using a probability sampling technique in the form of random sampling. Primary data were obtained through the direct distribution of questionnaires, while secondary data were gathered through literature studies. The analysis methods used include validity test, reliability test, classical assumption test, multiple linear regression, partial test (t-test), simultaneous test (F-test), and coefficient of determination test, all processed using SPSS software.
The results of the study indicate that brand image (X1) does not have a significant effect on consumer loyalty (Y). Meanwhile, product quality (X2) and price (X3) have a significant effect on consumer loyalty (Y). Simultaneous testing shows that brand image (X1), product quality (X2), and price (X3) together have a significant influence on consumer loyalty (Y). Based on the coefficient of determination test, the relationship between brand image (X1), product quality (X2), and price (X3) with consumer loyalty (Y) has an R value of 0.877. The adjusted R square value shows that these three variables contribute 75.9% to consumer loyalty, while the remaining 24.1% is influenced by other variables not discussed in this study. | en_US |
