A study on the factors affecting brand loyalty of adidas sportswear brand among students in UiTM Melaka City Campus

Brand loyalty is a part of business strategies that could push sales volume of a company favourably. Therefore, any of the companies would view this as an important factor for them to survive in this competitive business world. This because the final goal of marketing is to gain brand loyalty from the customers. Brand loyalty is the result of how a company position the brand in the customer's mind that would drive a customer to have a habit of repetitive purchasing behaviour over the same brand. There are many factors influencing brand loyalty. In this study, it is to discuss and testify the four factors affecting brand loyalty of Adidas sportswear brand as in terms of product quality, style, brand name, and price among students in UiTM Melaka City Campus. 200 sets of questionnaires had been distributed to Part 6 students of UiTM Melaka City Campus as the population but only 187 sets of questionnaires were returned. After the questionnaire had been assessed, only 153 sets of questionnaires were valid to be interpreted into statistical data. These data were used to determine the relationship between these four factors namely product quality, style, brand name and price, with brand loyalty of the Adidas sportswear brand. The findings also would show which factors has the most effect on brand loyalty.