DOI of the published article https://doi.org/10.32493/fb.v8i1.2026.168-180.59700
The Influence of Brand Image, Product Quality and Brand Trust on Gen Z Consumer Loyalty to Adidas Products in Sidoarjo
Pengaruh Citra Merek, Kualitas Produk Dan Kepercayaan Merek Terhadap Loyalitas Konsumen Gen Z Pada Produk Adidas di Sidoarjo
DOI:
https://doi.org/10.21070/ups.11302Keywords:
Brand Image, Product Quality, Brand Trust, Customer LoyaltyAbstract
This study examines the influence of Brand Image, Product Quality, and Brand Trust on Generation Z consumer loyalty toward Adidas products in Sidoarjo. A quantitative approach was employed, involving Generation Z consumers who had purchased and used Adidas products. Data were collected from 100 respondents using a purposive sampling technique through structured questionnaires measured on a Likert scale. The collected data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with SmartPLS 3.0 software. The findings indicate that Brand Image, Product Quality, and Brand Trust each have a positive and significant effect on Generation Z consumer loyalty toward Adidas products. These results suggest that strengthening brand perception, maintaining high product quality, and building consumer trust are important strategies for enhancing customer loyalty. The study provides practical implications for Adidas in developing effective marketing strategies to sustain loyalty among Generation Z consumers in the increasingly competitive sportswear market.
Downloads
References
Budihardja, Louis and Tony Sitinjak, “Pengaruh Identitas Merek, Citra Merek, Dan Kepercayaan Merek Terhadap Loyalitas Pada Konsumen Sepatu Nike Di Jakarta,” Jurnal Manajemen, vol. 11, no. 2, pp. 1–8, 2022, doi: 10.46806/jm.v11i2.870.
Wati, Meilinda, “Studi Identifikasi Faktor-Faktor Yang Mempengaruhi Loyalitas Konsumen Di Coffee Shop Pereka Coffee Medan,” 2022, [Online]. Available: https://repositori.uma.ac.id/handle/123456789/18615
Fakhrudin, Arif and Maria Valeria Roellyanti, “Loyalitas konsumen: implikasi dari nilai pelanggan, kualitas pelayanan, kedekatan emosional,” Jurnal Ekonomi, Keuangan dan Manajemen, vol. 18, no. 3, pp. 501–512, 2022, doi: 10.29264/jinv.v18i3.10636.
Hussain, Nazar and Shumaila Phulpoto, “Digital Literacy: Empowering Individuals in the Digital Age,” Assyfa Learning Journal, vol. 2, no. 2, pp. 70–83, 2024, doi: 10.61650/alj.v2i2.231.
Madani, Yamul Furqaan Al and Dewi Komala Sari, “Mengembangkan Digital Marketing, Citra Merek dan Brand Awaraness untuk Meningkatkan Keputusan Pembelian Tas pada Pusat Grosir Tas Tanggulangin Sidoarjo,” Innovative Technologica: Methodical Research Journal, vol. 1, no. 1, pp. 1–18, 2022, [Online]. Available: https://doi.org/10.47134/innovative.v1i1
Hutasuhut, Abir Yhasmin, Verinita, and Eri Besra, “Exploring the Impact of Brand Identity and Brand Image on Gen Z’s Repurchase Intention through Customer Satisfaction in E-Commerce,” Journal of Islamic Economic and Business, pp. 1641–1651, 2024.
Rizky, Farid Al and M. Agung S. Utomo, “Pengaruh Brand Image, Brand Trust Dan Perceived Quality Terhadap Brand Loyalty Adidas Pada Chelsea Indonesia Supporter Club (Cisc) Di Depok,” Jurnal Manajemen, vol. 13, no. 2, pp. 37–48, 2019, doi: 10.47313/oikonomia.v13i2.504.
Rahayu, Ajeng and Rizky Eka Febriansah, “Pengaruh Kualitas Produk, Citra Merek, dan Harga Terhadap Keputusan Pembelian Produk Kosmetik Wardah (Studi Pada Mahasiswa Umsida Pengguna Kosmetik Wardah),” pp. 1–14.
Tsiotsou, Rodoula, “Perceived Quality Levels and their Relation to Involvement , Satisfaction , and Purchase Intentions,” Marketing Bulletin, no. Research Note 4, pp. 1–10, 2005, [Online]. Available: http://marketing-bulletin.massey.ac.nz/V16/MB_V16_N4_Tsiotsou.pdf
Fadzila, Usnul, Didik Gunawan, and Nursaimatussaddiya, “Pengaruh Brand Trust Dan E-Wom Terhadap Kepuasan Konsumen Dan Loyalitas Pelanggan Gen Z Pada Platform Layanan Streaming Netflix,” Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi, vol. 05, no. 3, pp. 2723–8121, 2025, [Online]. Available: https://journal.cattleyadf.org/index.php/Jasmien/index
Lau, Geok Theng and Sook Han Lee, “Consumers ’ Trust in a Brand and the Link to Brand Loyalty,” Journal of Market Focused Management, vol. 4, no. 1999, pp. 341–370, 1999.
Agustika, Herly Fathonah and Ririn Putri Ananda, “Research Gap Strategies In A Rticle Introduction Section On Teaching English As Foreign Language (Tefl) In Sinta 1 Journals,” Teaching English and Language Learning English Journal, vol. 4, no. 2, pp. 114–130, 2024, doi: 10.36085/telle.v4i2.6935.
Rocco, Tonette S. and Timothy Gary Hatcher, The Handbook of Scholarly Writing and Publishing. in Jossey-Bass higher and adult education series. Wiley, 2011. [Online]. Available: https://books.google.co.id/books?id=RVakQEmcEHYC
Aaker, David A., Managing Brand Equity. Free Press, 1991. [Online]. Available: https://books.google.co.id/books?id=FkO5AAAAIAAJ
Chaudhuri, Arjun and Morris B. Holbrook, “The chain of effects from brand trust and brand affect to brand performance : The Role of Brand Loyalty,” Journal of Marketing, vol. 70, no. 01, pp. 34–49, 2001.
Mulyono, Angga Tri and Dwi Yuli Rakhmawati, “Pengaruh Kualitas Produk Dan Citra Merek Terhadap Loyalitas Merek Melalui Kepuasan Pelanggan Sepatu Adidas Di Surabaya,” Social Science Research, vol. 4, no. 4, pp. 5661–5676, 2024.
Nawang, Wan Rasyidah Wan, “Gen Z’s Loyalty Unpacked: The Interplay of Brand Image, Service Quality, and Price on Satisfaction and Trust,” Global Business Management Review, vol. 16, no. 2, pp. 43–68, 2024, doi: 10.32890/gbmr2024.16.2.3.
Yuliana, Dila Tri, “Produk Dan Fanatisme Terhadap Loyalitas Pelanggan Sepatu Casual Adidas Pada Gen-Z Di Solo Raya,” Jurnal Ilmiah Ekonomi Dan Manajemen, vol. 2, no. 2, pp. 7–20, 2024, [Online]. Available: https://doi.org/10.61722/jiem.v2i2.884
Simarta, Hengki Mangiring Parulian et al., Manajemen Perilaku Konsumen Dan Loyaliyas. Yayasan Kita Menulis, 2021.
Chandra, Teddy, Stefani Chandra, and Layla Hafni, Service Quality, Consumer Satisfaction, Dan Consumer Loyality : Tinjauan Teoritis. CV.IRDH, 2020.
Sirotus, Sunday Ade et al., Brand Marketing : The Art Of Branding. CV. Media Sains Indonesia, 2022.
Wardhana, Aditya, Brand Management in The Digital Era - Edisi Indonesia, no. September. CV. Eureka Media Aksara, 2024. doi: 10.4337/9781803926278.ch18.
Schiffman, Leon G. and Leslie Lazar Kanuk, Consumer Behavior. in Prentice Hall International Editions Series. Prentice Hall, 2000. [Online]. Available: https://books.google.co.id/books?id=8TGAPwAACAAJ
Widyana, Suci Fika and Roganda Simangunsong, “Pengaruh Citra Merek Terhadap Loyalitas Pelanggan (Studi Pada Teh Pucuk Harum),” Jurnal Bisnis dan Pemasaran, vol. 11, no. 2, p. 1, 2021.
Purnomo, Bagas Dwi and Irmawati, “Pengaruh Citra Merek Dan Kepercayaan Merek Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Mediasi,” Jurnal Lentera Bisnis, vol. 13, no. 1, p. 391, 2024, doi: 10.34127/jrlab.v13i1.1039.
Kotler, Philip and Kevin Lane Keller, Marketing Management 15 Global Edition, vol. 22. 1959.
Ritonga, Wier, Manajemen Pemasaran. PT. Muara Karya (IKAPI), 2020.
Tegowati et al., Pengembangan Produk. CV. Eureka Media Aksara, 2024.
Tjiptono, Fandy and Gregorius Chandra, Service, Quality Dan Customer Satisfaction Edisi 5. Andi Offset, 2019. [Online]. Available: https://books.google.co.id/books?id=-zHvzwEACAAJ
Fain, Risma Al- et al., “Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan (Studi Kasus Percetakan Pelangi Losari,” Jurnal Ekonomi dan Manajemen, vol. 5, no. 4, pp. 558–574, 2025, doi: https://doi.org/10.55606/optimal.v5i4.7916.
Nyonyie, Riska Asnawi, J. A. F. Kalangi, and Lucky F. Tamengkel, “Pengaruh Kualitas Produk Terhadap Loyalitas Pelanggan Kosmetik Wardah di Transmart Bahu Manado,” Jurnal Administrasi Bisnis, vol. 9, no. 3, p. 18, 2019, doi: 10.35797/jab.9.3.2019.25123.18-24.
Keller, Kevin Lane, Strategic Brand Management, Fourth Edition. Pearson, 2013. [Online]. Available: https://books.google.co.id/books?id=zD-xzwEACAAJ
Sari, Dwi Sekar and Galuh Mira Saktiana, “Faktor - Faktor Yang Mempengaruhi Loyalitas Merek Pada Produk Pakaian Olahraga Di Jakarta,” Jurnal Manajerial dan Kewirausahaan, vol. 07, no. 02, pp. 475–483, 2025.
Sugiyono, Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif dan R&D, vol. 3, no. 4. Alfabeta, 2013.[Online].Available:http://www.ncbi.nlm.nih.gov/pubmed/25926610%5Cnhttp://www.pubmedcentral.nih.gov/articlerender.fcgi?artid=PMC4492060%0Ahttp://www.sciencedirect.com/science/article/pii/S0160738315000444
Swarjana, I. Ketut, Populasi-Sampel Teknik Sampling & Bias Dalam Penelitian. Penerbit Andi, 2022. [Online]. Available: https://books.google.co.id/books?id=87J3EAAAQBAJ
Nasution, Umar Hamdan and Listya Devi Junaidi, Metode Penelitian. Serasi Media Teknologi, 2024. [Online]. Available: https://books.google.co.id/books?id=WCE3EQAAQBAJ
Sumargo, Bagus, Budyanra, and Robert Kurniawan, Metode dan Pengaplikasian Teknik Sampling. Bumi Aksara, 2024. [Online]. Available: https://books.google.co.id/books?id=1HUbEQAAQBAJ
Kusumastuti, Adhi, Ahmad Mustamil Khoiron, and Taofan Ali Achmad, Metode Penelitian Kuantitatif. Deepublish, 2021. [Online]. Available: https://books.google.co.id/books?id=AU5PEQAAQBAJ
Pratitis, Mera Putri et al., Buku Ajar Metodologi Penelitian. Deepublish, 2025. [Online]. Available: https://books.google.co.id/books?id=MZRBEQAAQBAJ
Fauzy, Akhmad, Metode Sampling, vol. 9, no. 1. 2019. [Online]. Available: https://pustaka.ut.ac.id/lib/sats4321-metode-sampling-edisi-2/
Umar, Husein, Metode Riset Bisnis: Dilengkapi Contoh Proposal dan Hasil Riset Bidang Manajemen dan Akuntansi. Gramedia Pustaka Utama, 2002. [Online]. Available: https://books.google.co.id/books?id=ihn8T5S8HaQC
Riyanto, Slamet and Aglis Andhita Hatmawan, Metode Riset Penelitian Kuantitatif Penelitian Di Bidang Manajemen, Teknik, Pendidikan Dan Eksperimen. Deepublish, 2020. [Online]. Available: https://books.google.co.id/books?id=kZVpEQAAQBAJ
Supriadi, Imam and Yessy Artanti, Partial Least Square: Konsep dan Aplikasi dengan SmartPLS 3.2.8. Jejak Pustaka. [Online]. Available: https://books.google.co.id/books?id=R0tUEQAAQBAJ
Sihombing, Pardomuan Robinson et al., Aplikasi Smart PLS 4.0 Untuk Statistisi Pemula. Minhaj Pustaka, 2024.
Farisyi, Sofwan and M. Al Musadieq, Manajemen Strategis Perspektif Dan Implikasi Akademis Tentang Sustainability Reporting Disclosure. CV. Oxy Consultant, 2025. [Online]. Available: https://books.google.co.id/books?id=ozBmEQAAQBAJ
Ariani, Misna, Didik Hadiyatno, and Hairul Anam, Metodologi Penelitian: Langkah Mudah Menulis Skripsi dan Tesis. PT. RajaGrafindo Persada - Rajawali Pers, 2024. [Online]. Available: https://books.google.co.id/books?id=eOMNEQAAQBAJ
Raharja, Bayu Sindhu, Ilmu Dasar Statistika. Penerbit Lindan Bestari, 2022. [Online]. Available: https://books.google.co.id/books?id=kzFlEAAAQBAJ
Downloads
Additional Files
Posted
Categories
License
Copyright (c) 2026 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
