Price and Brand Image: Drivers of Consumer Loyalty in The Footwear Market
Keywords:
price, brand image, consumers loyaltyAbstract
The shoe market is one of the industrial sectors that continues to grow rapidly in various countries, including Indonesia. Consumer demand for shoes is not only driven by functional needs, but also by psychological and emotional factors, such as price and brand image. In this context, this study aims to explore the effect of price and brand image on the level of consumer loyalty to Tomkins shoe products. This study shows the impact of the influence of price and brand image on customer loyalty. A total of 100 respondents were selected by purposive sampling to fill out a questionnaire to measure their loyalty to the Tomkins shoe brand. The survey questionnaire uses a five-point Likert scale. Then the data were analyzed using the validity test, reliability test, classical assumption test and multiple linear regression. Analysis of research results was carried out using SPSS software for statistical analysis. Through statistical testing, the results show that price has a significant effect on customer loyalty. In addition, brand image was found to have a significant effect on customer loyalty.
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