Pengaruh Produk Hedonik Terhadap Loyalitas Merek Yang Dimediasi Oleh Cinta Merek (Studi Pada Pengguna Sepatu Nike Di Universitas Muhammadiyah Surakarta)

This study aims to analyse the effect of hedonic product on brand loyalty that mediates by brand love. This research was conducted on users the Nike shoes at the Muhammadiyah University of Surakarta. The sampling technique is probability sampling and the number of respondents is determined using the Hair formula, namely the number of indicators multiplied by 5-10. This research is quantitative research with a sample of 160 respondents. The data analysis technique used is SEM-PLS whose calculations are assisted by the Smart PLS 3.2.9 program. The results of data analysis show that hedonic product and brand have a significant positive effect on brand loyalty. The results of data analysis also show that variable brand love mediates the effect hedonic product on brand loyalty