Journal of Contemporary Issues in Business and Government

Abstract

Sportswear is now a major and relevant debate among student athletes as it suits their
unsophisticated lifestyle, versatility and ease. Brand loyalty is regular purchases of
possessions or amenities or other beneficial habits in marketing, such as word of mouth.
Therefore it is vital for the sportswear company to determine and monitor the factor of
brand loyalty among their consumer. The objective of this study is to examine the factor of
brand loyalty such as brand name, product quality, price, style, store environment,
promotion and services quality that influences choice of sportswear among student athletes
in term of gender. There were were 108 student athletes form Universiti Teknologi Mara
(Perlis campus) willing to participate in this study. The study design selected in this study
was survey research design, quantitatively. Researcher has used the Statistical Package for
the Social Sciences (SPSS), version 23, to evaluate inferential statistics of Independent TTest.
The result of this study report that there was a significant difference of promotion
factor between gender. Moreover, male student athletes were highly influenced by
promotion factor compare to female student athletes. In conclusion, the researcher found
that promotion was the prominent factor of brand loyalty among male student athletes in
Universiti Teknologi Mara, UiTM (Perlis campus).