Sustainability of Consumer’s Brand Loyalty through Brand Experience and Brand Trust of Adidas Shoes in Indonesia

Budiono, Sidik and Purba, John Tampil and Rajagukguk, Wilson (2021) Sustainability of Consumer’s Brand Loyalty through Brand Experience and Brand Trust of Adidas Shoes in Indonesia. In: Proceedings of the International Conference on Industrial Engineering and Operations Management. IEOM Society International, Bangalore, India, pp. 120-129. ISBN 978 1 7923 6128 9

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Abstract

The purpose of this study was to determine the effect of brand experience on brand loyalty, and brand trust affect brand loyalty. This study aims to observe the behavior of the adidas company as a transnational company in developing and maintaining brand loyalty among its consumers. Brand loyalty is a key business which must be managed. Brand Adidas keep striking forward in the markets and penetrates bigger and wider market, to secure its position. Adidas maintain its position as a great brand consist of making sustainable, stylish, and functional products which peak the creator interest. This study uses 190 samples of adidas users around Jakarta. Collected data is tested for its reliability and validity. The results of the analysis conclude that an increase in brand experience and brand trust can significantly increase brand loyalty. Every increase in brand experience will increase brand loyalty by 0.42 times in 5 Likert scale, then each increase in brand trust will increase the brand loyalty by 0.60 times in 5 Likert scale. This study suggests that the brand experience and brand trust is crucial to improve consumer’s brand loyalty in regions in Indonesia. Keywords Brand Trust, Brand Experience, Brand Loyalty, and Transnational Company.

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