ANALISIS PENGARUH BRAND IMAGE, BRAND RESONANCE, DAN BRAND TRUST TERHADAP BRAND LOYALTY PRODUK SEPATU CONVERSE PADA MAHASISWA DI SOLORAYA

The business world in the fashion sector is currently developing rapidly, resulting increasingly fierce competition. As customers are getting smarter and more demanding, companies must come up with fresh ideas innovate. Fashion today modern, so it makes people try to look date. Especially among students who very concerned about cooler tidier. purpose of this study analyse effect brand image, resonance trust on loyalty Converse Shoe products for Soloraya. research method explanatory research. This quantitative. population were Soloraya bought wore shoes sample 202 respondents. Non-probability sampling was used as a technique. data analysis technique Patrial Least Square (PLS) help SmartPLS software. results image variables have positive significant loyalty. Brand variable has Shoes.
 Keywords: Image; Resonance; Shoes