The Influence of Product Quality and Brand Image on Customer Loyalty of Adidas Combat Sport Product (A Study on The Martial Arts Community in Bandung City)
Keywords:
Product Quality, Brand Image, Customer Loyalty.Abstract
Abstract. This research was conducted to examine the extent to which product quality and brand image influence customer loyalty toward Adidas Combat Sport products within the martial arts community in Bandung. Using a quantitative method, data were collected from 140 respondents who are active users of these products. A total of 35 indicators were utilized in the questionnaire to measure product quality, brand image, and customer loyalty, with the data subsequently processed through multiple linear regression analysis. The results indicate that both product quality and brand image have a positive and significant influence on customer loyalty. Product quality—encompassing functionality, comfort, and durabilitys crucial in driving repeat purchases. Furthermore, a strong brand image, built on reputation and trust, fosters a deeper emotional attachment among customers. Collectively, these two factors are key determinants of customer loyalty. In conclusion, Adidas must continuously enhance its product quality and maintain its brand positioning. This is essential to ensure long-term customer loyalty and to remain competitive in the martial arts equipment market.
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