Analisis Faktor-Faktor yang mempengaruhi Ekuitas Merek pada Produk Sepatu Lari Nike (Studi pada Pengguna Sepatu Lari Nike di Lapangan Merdeka Kota Medan)

Abstract

Running shoes is one of the fixtures run extremely important. Nike is a running shoe that gives attention to the design and performance of its products. Thus, in order to maintain the market of existing competitors, then Nike should pay more attention to brand equity. The purpose of this study was to analyze the factors that affect brand equity products Nike running shoes in an independent field of Medan where there are four main factors, namely brand awareness, perceived quality, brand association and brand association. Through this study are expected to add information about whether the most significant factors in influencing brand equity products in the field of running shoes Nike free Medan. Implementation of research carried out in an independent field of Medan in April 2015 until May 2015. The respondents in this study is the user Nike running shoes in the city of Medan Merdeka. Data obtained by using questionnaires and interviews. Further questionnaires were analyzed with associative analysis with quantitative approach. The results show that the variable brand awareness, perceived quality, brand association and brand loyalty are factors that can explain the variation that occurs in Nike running shoes brand equity. Partial assay results showed that in partial brand awareness and perception of the quality of a significant and positive effect on the brand equity of Nike running shoes. While variable of brand associations and brand loyalty does not significantly influence the brand equity of Nike running shoes. Based on the above items makes brand awareness and perception of quality was essential to improve brand equity Nike running shoes in an independent field of Medan.