Analisis Faktor-Faktor yang Mempengaruhi Ekuitas Merek Produk Sepatu Lari Nike (Studi Pada Pengguna Sepatu Lari Nike Di Lapangan Merdeka Medan)

Abstract

The background of this study is due to one of the sport popular and easy to do by society is run. To be able to do the running, one of the most important equipment used is a running shoe. Thus, many companies decided to produce and market their running shoes. Nike is one of the famous brand of running shoes in the community. 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 the city of Medan Merdeka Square 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.

The study was conducted in an Merdeka square of Medan in April 2015 to May 2015. The respondents in the study are users Nike running shoes in the city of Medan Merdeka Data obtained by using questionnaires and interviews. Further questionnaires were analyzed with associative and quantitative analysis. 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.