Abstract

Technological developments in the racket industry continue to increase in accordance with the increasing needs of the market. Yonex rackets have become one of the leading brands in the sporting goods industry, particularly for badminton. Yonex rackets are known for their superior quality, technological innovation, and ergonomic design. The advanced technology used in their rackets, as well as the benefits and advantages that make them the top choice of badminton players so that they can create customers who have loyalty because they feel they get satisfaction from buying these products. This customer satisfaction can be influenced by several things, such as product quality and the image of the brand itself. Broadly speaking, the purpose of this study is to examine the effect of brand image and product quality on user satisfaction and user loyalty of the Yonex racket (case study on badminton players gor WGN sport center bekasi). The sample taken for this study was 156 respondents selected using purposive sampling. This research method is quantitative. The data analysis technique used in this research is structural equation modeling (SEM) using the SPSS AMOS 20 application. The results of this study indicate that there is a significant positive effect of brand image and product quality on user satisfaction, there is a significant positive effect on yonex racket user loyalty, and there is a significant positive effect on yonex racket user loyalty mediated by user satisfaction