PENGARUH CELEBRITY ENDORSER, DIGITAL MARKETING DAN BRAND AWARENESS TERHADAP BRAND LOYALTY PEMBELIAN PRODUK ADIDAS ORIGINAL

Brand Loyalty is a strong commitment to repurchase or purchase products/services in the future. This study aims to determine whether Celebrity Endorser, Digital Marketing and Brand Awareness affect Brand Loyalty for Adidas Original products. The criteria in this study were students of the Faculty of Economics, Muhammadiyah Ponorogo University, Class of 2019 who had purchased Adidas products with a sample size of 57 respondents. The data used in this study are primary data obtained directly from questionnaires. The results of this study indicate that the sig value of the variable 1) Celebrity Endorser 0.415  0.05 has no effect on Brand Loyalty. 2) Digital Marketing 0.033  0.05 and 3) Brand Awareness 0.005  0.05 have a significant effect on Brand Loyalty in purchasing Adidas products for students of the Faculty of Economics, Muhammadiyah Ponorogo University class of 2019.