INFLUENCE OF BRAND ASSOCIATION TOWARD BRAND LOYALTY OF WEIDENMANN

• Main Author: Pradnyaputra, Edbert
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72330
• Institution: Institut Teknologi Bandung

In today's business world, every company must be able to deliver a brand with a good brand association. The company will be difficult to survive if it does not have a positive association in their consumer’s mind. This become a reason that makesome local footwear brand in Indonesia become less attractive to the market and having difficulty to compete with many international brand because the market are prefer to choose international brand. In order to survive in the market and to compete, the local footwear brands must have a value added or competitive advantage that are not owned by other brands and can make them able to compete with international brand. The purpose of this study is to examine the relationship between brand association and brand loyalty of a brand. Based on previous research about brand loyalty, consumers will be more loyal to a brand that delivers a product that have positive brand association and suits their needs and desires. This research want to check the effect of brand association components which are brand attributes, brand benefits, and brand attitudes toward the brand loyalty. Another purpose of this research is to find the value of brand association and brand loyalty that currently possess by the chosen brand based on consumer opinion through the questionnaire and interview. Brand that chosen for this study are Weidenmann which is an Indonesia local footwear brand from Bandung that manufactured by PT. Sugih Jaya. Weidenmann has a problem to maintain and compete in Indonesia market especially with international brand that make Weidenmann loses their consumer’s loyalty. To reach the research objectives, this paper use three methods in collecting the data which are questionnaire, interview, and observations. Brand association that consist of brand attribute, brand benefit, and brand attitude are the predicted variable that influence the loyalty of consumers. There were 100 respondents which are consumers of Weidenmann in Bandung involved in this research. Data analysis process was analyze using multiple linear regression analysis performed in SPSS. From the questionnaire analysis, the current value of brand association and brand loyalty of Weidenmann based of consumer opinion are positive. Moreover, according to the multiple linear regression analysis results, brand attribute, brand benefit, and brand attitude positively influence brand loyalty of Weidenmann with brand attribute as the most influential factor that affect the loyalty. This study provides insightful understanding of consumer’s brand loyalty toward the brand of Weidenmann and create new idea for Weidenmann brand association to compete in the market. As a result of the analysis, the author recommend Weidenmann to develop the brand attribute of the shoes and improve the durability and comfort of the shoes which is the strength of Weidenmann based on consumer opinion.