THE EFFECT OF BRAND REPUTATION, BRAND RELATIONSHIP QUALITY AND SWITCHING COST TO BRAND LOYALTY

In the current global era, progress is happening very fast, companies all over the world are competing to continue
to survive and win in increasingly fierce business competition. One way for companies to win in the competition
is to win the hearts of consumers, which will lead to customer loyalty to the brand of the company. This research
was conducted to determine the effect of brand reputation, brand relationship quality, and switching costs on
brand loyalty in Nike brand basketball shoes. The data collection technique in this study was using purposive
sampling. While the data processing method was done using validity, reliability, and descriptive statistical
analysis. For the data analysis method used was PLS-SEM which was a multivariate analysis technique consisting
of analysis of outer model, inner model, and hypothesis testing. From the results of this study, it was known that
brand reputation and brand relationship quality significantly influence brand loyalty in Nike brand basketball
shoes. While switching costs proved to be able to moderate the relationship between brand reputation to brand
loyalty and the relationship of brand relationship quality to brand loyalty significantly.