THE IMPACT OF MARKETING MIX, BRAND AWARENESS, AND WORD OF MOUTH TOWARDS CUSTOMER LOYALTY ON ONITSUKA TIGER IN INDONESIA

Abstract

The purpose of this quantitative research was to know and explain the impact of marketing mix, brand awareness, and word of mouth towards customer loyalty on Onitsuka Tiger in Indonesia. The results were taken from a questionnaire form consisting of 32 statements with the Likert scale as a tool to measure the level of agreement was distributed to 137 respondents. Non-probability sampling with convenience sampling was used in this study. Data analysis used in this research were validity, reliability, classical assumption, and multiple regression. The result affirmed that brand awareness has a partial significant influence towards customer loyalty. While product, promotion, price, place, and word of mouth has no significant influence towards customer loyalty. This study also showed that all independent variables (product, promotion, price, place, brand awareness, and word of mouth) have simultaneously significant influence towards customer loyalty with 73.8% of adjusted R2 square.