This research is derived from community’s interest on sports such as football, badminton, basket, tennis, and so on. Recently, sport has already become a need for community, and to support this activity, people need spikes. Therefore, competition among producers of spikes in Indonesia is very tight.
Specifically, this research discusses about Adidas’ efforts to defend its position as market leader and to make its brand becomes top of mind by improving strong brand awareness, since it will affect to customers’ satisfaction and finally create customer loyalty on its products.
Population in this research is costumers of Adidas in Finance and Business Administration School at Telkom Management Institute, and its sample is 100 respondents. This research uses causal method with quantitative approach, and its method of data collection is questionnaires with incidental sampling technique.
Based on the result of testing hypothesis simultaneously, brand awareness affecting to the customer loyalty of Adidas spikes product is 61,164%. But, the result of testing simple regression shows that brand awareness affecting to the customer loyalty of Adidas spikes product is 57,6%. While, based on variable determination coefficient, brand awareness affecting to the customer loyalty is 38,4%.
Advices that are able to be given for development in the future are that Adidas Company needs to defend their good brand awareness condition and have to focus on the massage that is able to be remembered more easily by the customers and also must be more different than their competitors’ brand. Thus, Adidas with the massage can defend its customer loyalty and become top of mind on its customers even though the previous company focuses on other factors that influence customer loyalty such as brand association, perceived quality, brand loyalty, and etc.
Keywords: brand awareness, customer loyalty