MEDIASI PERCEIVED QUALITY DAN BRAND TRUST : BRAND EXPERIENCES TERHADAP BRAND LOYALTY SEPATU ADIDAS GEN Z DI SHOPEE
Abstract
Pertumbuhan industri olahraga global yang mencapai sekitar USD 4 miliar pada tahun 2023 dengan proyeksi CAGR 5,85% hingga 2027 diikuti persaingan ketat pasar sepatu olahraga Indonesia, di mana Adidas hanya memperoleh pangsa pasar 18% di Shopee dibandingkan Ortuseight sebesar 35,5%, menunjukkan adanya kesenjangan merek. Penelitian ini bertujuan untuk menganalisis pengaruh brand experience terhadap brand loyalty melalui perceived quality dan brand trust pada konsumen sepatu Adidas di Shopee. Penelitian ini didasarkan pada The Brand Resonance Model yang menjelaskan bahwa loyalitas terbentuk melalui pengalaman merek yang membangun persepsi kualitas dan kepercayaan konsumen. Metode penelitian menggunakan pendekatan kuantitatif deskriptif dengan analisis PLS-SEM terhadap 100 responden Generasi Z di Semarang yang pernah membeli sepatu Adidas di Shopee. Hasil penelitian menunjukkan bahwa brand experience berpengaruh positif dan signifikan terhadap perceived quality, brand trust, dan brand loyalty. Selain itu, perceived quality dan brand trust terbukti mampu memediasi pengaruh brand experience terhadap brand loyalty. Temuan ini mengindikasikan bahwa loyalitas terbentuk melalui tahapan pengalaman merek yang memperkuat persepsi kualitas dan kepercayaan sebelum menghasilkan loyalitas. Penelitian ini menyarankan peningkatan pengalaman sensorik digital, konsistensi penyajian produk, serta transparansi informasi produk, sedangkan penelitian selanjutnya disarankan memperluas objek dan menambahkan variabel seperti customer satisfaction, brand image, atau electronic word of mouth.
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