The Effect of Brand Image, Electronic Word Of Mouth, and Brand Awareness on The Brand Loyalty to Ortuseight Sports Shoes
DOI:
https://doi.org/10.29407/9bx6t768Abstract
Research aim: This research examines the partial and simultaneous effects of brand image, e-WOM, and brand awareness on brand loyalty for Ortuseight products. The analysis is conducted among the class of 2022 students within the Physical Education, Health, and Recreation Department at University Nusantara PGRI Kediri.
Design/Methode/Approach: This quantitative study involved 91 respondents chosen via simple random sampling. Data were collected through Likert-scale questionnaires and analyzed using SPSS 25, including validity and reliability checks, classical assumption tests, multiple linear regression, (R²), and hypothesis testing.
Research Finding: The results demonstrate that the variables significantly and positively affect brand loyalty on both a partial and simultaneous basis. Specifically, the (R²) value of 0.484 indicates that 48.4% of the fluctuations in brand loyalty are driven by these three factors. The other 51.6% of the variance is attributed to external variables not included in the current analytical framework
Theoretical contribution/Originality: This study contributes to the development of consumer behaviour studies, particularly in the context of the local sports footwear industry. The findings reinforce empirical evidence that brand image, e-WOM, and brand awareness are important factors in building brand loyalty to local brands in the digital era.
Practitionel/Policy implication: The results of this study can be used as a reference for companies, particularly Ortuseight, in designing more effective marketing strategies by strengthening brand image, managing e-WOM positively, and increasing brand awareness about the brand
Research limitation: Certain constraints exist within this research, notably the demographic focus which was restricted to a single cohort from one specific academic program. Consequently, the findings may not be fully representative of a broader population. Additionally, the model’s scope was limited to three specific variables, omitting other potential determinants of brand loyalty that could be explored in future investigations
Keywords : Brand Image, Electronic Word of Mouth, Brand Awareness, Brand Loyalty, OrtuseightKeywords:
Brand image, Electronic Word of Mouth, Brand Awareness, Brand Loyalty, OrtuseightDownloads
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