Pengaruh Kesadaran Merek, Persepsi Kualitas dan Nilai yang Dirasakan terhadap Niat Beli pada Sepatu Nike di Surabaya
Daftar Isi:
- Nike shoes received a positive response in the Indonesian market,especially in Surabaya.Consumers always wear Nike shoes.This study aims to determine the effect of brand awareness,perceived quality and perceived value of Nike Shoes in Surabaya.To achieve this goal,the questionnaire was developed with the size of the item that captures the structure of the variable.In a study of 98 respondents,reliability and validity assessments were carried out to validate the constructs conducted to test hypotheses with Smart-PLS3 software.The results of this study indicate that brand awareness has a significant positive effect on perceived value,perceived quality is not significant on perceived value and perceived value has a significant positive effect on purchase intention.Therefore,the results can help identify effective factors of buying intention and will help marketers formulate and implement effective marketing strategies. Keywords : Brand Awareness,Quality Perception,Perceived Value,Purchase Intention