Analisis Pengaruh Brand Experience Dan Perceived Quality terhadap Brand Loyalty Melalui Brand Trust
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Abstract
Industri olahraga mengalami perkembangan signifikan dalam perekonomian global, didorong oleh meningkatnya popularitas organisasi olahraga, partisipasi masyarakat, serta kemajuan teknologi yang menghasilkan produk semakin inovatif. Penelitian ini bertujuan menganalisis pengaruh brand experience dan perceived quality terhadap brand loyalty melalui brand trust pada produk Nike. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling, melibatkan 150 responden yang pernah membeli dan menggunakan produk Nike lebih dari satu kali dalam satu tahun terakhir, berusia di atas 17 tahun, serta berdomisili di Jabodetabek. Analisis data dilakukan menggunakan metode SEM-PLS. Hasil penelitian menunjukkan bahwa brand experience tidak berpengaruh signifikan terhadap brand trust maupun brand loyalty. Sebaliknya, perceived quality berpengaruh positif dan signifikan terhadap brand trust dan brand loyalty. Brand trust juga berpengaruh positif terhadap brand loyalty. Dalam pengujian mediasi, brand trust tidak memediasi hubungan antara brand experience dan brand loyalty, namun mampu memediasi hubungan antara perceived quality dan brand loyalty. Implikasi penelitian ini menekankan pentingnya peningkatan kualitas produk serta penguatan strategi pengalaman merek untuk membangun kepercayaan dan loyalitas konsumen.
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