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Factors That Influence Consumer Loyalty towards Sportswear Brand
in Malaysia
Nur Syazlin Shuib
Supervisor: Dr. and Sarina Ismail
Bachelor of Management (Marketing)
School of Business and Maritime Management
Briefly, customer loyalty can be defined as customer’s preference of choosing one
products over the other toward building a long term relationship between customer and
brand. Hence the objective of this study is to investigate the impact of customer loyalty
towards sportswear brands. A sportswear brands requires competitive marketing mix
such as promotion, price and trust. In order to reveal how these factor influence customer
loyalty this study use convenience sampling with a total sample of 370 respondent. The
main method of data collection was conducted using questionnaire at University Malaysia
Terengganu among student and staff. Through the Statistical Package for Social Science
(SPSS), data collected are able to be analysed and results are discussed in the form of
table and chart. Therefore, these findings may able to guide sportswear companies in
understanding more about why their consumer being loyal to the product. The research
results showed that there is positive and significant relationship between factors of
consumer loyalty (price, quality, promotion and trust) with sportswear brand.
Keywords: Consumer loyalty, Sportswear, Malaysia
1549 | UMT UNDERGRADUATE RESEARCH DAY 2018