| dc.description.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. | en_US |
