This study aims to to analyze brand awareness ,brand association, perception of the qualities ( perceived quality and their brand loyalty) of their products shoes sport in online shop. The population of the study are all customers shoes sport in online shop on students FEB Muhammadiyah University Surakarta. The research sample this is 100 customers shoes sport in online shop on students FEB Muhammadiyah University Surakarta. The research sample this is 100 customers shoes sport in online shop on students FEB Muhammadiyah University Surakarta. Analysis of data was undertaken with an analysis brand equity consisting of the trial differensial, semantic scale cochran, test Importance-Performance Analysis ( IPA) brand switching his patterns and the matrix.
Based on the research done be seen that a brand that to be top of mind through to the customer is nike brand, sport shoes that was followed by the adidas brand, reebok and brands other. sport shoesBased on measurements on brand perceived quality got that third, sport that is nike branded shoes adidas, and reebok not substantially.These feelings are reflected in an average rate of approaching the same for all attributes the lab test.But the attribute of being the highest value in the eyes of customers for the third out to reposition the brand is on an attribute availability.In the form of associations asosociation brand products shoes sport is their prices affordable save to use high in quality, as well as ease of getting this product in a shop online. The results of brand loyalty of all three branded shoes sport can be determined with manifest to all customers loyal with the buy benar-benar kebiasaaan because that can be identified with a pattern of a pembeliannya. beruntunan together
Keywords: awareness , association, perceptions and loyalt
