Analisis Atribut Produk Dan Atribut Konsumen Terhadap Loyalitas Produk Merek Eiger Di Solo Raya

Brand loyalty is a strong commitment to subscribe or buy a brand consistently in the future. Eiger products that are well known in the community for good quality and design can be an option for consumers to choose a product, both men and women, especially those who have a hobby of hiking are very suitable. In this study using a sample of 100 people selected from each subgroup that has been determined from a population, namely consumers who have not and have purchased Eiger brand products in Solo Raya. This research method uses qouta sampling and the data used is primary data in the form of a questionnaire. The data analysis method isanalysis Partial Least Square (PLS)using Smart PLS version 3.0. The results showed that product quality had no significant effect on brand loyalty, product design had a significant effect on brand loyalty, gender had a significant effect on brand loyalty and motivation had a significant effect on brand loyalty. The value of the coefficient of determination or R2 shows the percentage of the influence of the independent variables, namely product design, gender and motivation on the dependent variable of brand loyalty, but one variable, namely product quality, has no influence on the dependent variable of brand loyalty. Keywords: product quality, product design, gender and motivation, brand loyalt