Analisa Faktor – Faktor yang Mempengaruhi Niat Untuk Membeli Produk Sepatu di Kota Batam Dengan Variabel Loyalitas Merek, Ekuitas Merek, Kesadaran Merek dan Persepsi Kualitas
DOI:
https://doi.org/10.37385/msej.v4i6.3521Keywords:
Nilai Beli, Asosiasi Merek, Kesadaran Merek, Loyalitas Merek, Persepsi KualitasAbstract
Perkembangan sektor industri fashion di Indonesia terus mengalami kemajuan yang pesat dan menjadi sektor yang penting dalam pertumbuhan ekonomi di Indonesia. Industri sepatu merupakan bagian dari sektor industri yang menyumbang nilai PDB nasional dan berpotensi berkembang dalam meningkatkan nilai industri pengolah sebanyak 7% dalam beberapa tahun kedepan. Semakin berkembangnya tingkat jumlah perusahaan dengan menawarkan berbagai jenis produk atau jasa terntu akan membuat persaingan antar perusahaan semakin ketat. Tujuan dilakukannya penelian ini adalah untuk dapat mengetahui apa saja faktor yang dapat mempengaruhi perilaku niat beli konsumen terhadap produk sepatu global maupun lokal. Penelitian yang dilakukan ini menggunakan metode penelitian kuantitatif. Sampel penelitian sedikitnya 300 responden konsumen produk brand sepatu lokal maupun global di Kota Batam. Data kemudian dianalisis dengan menggunakan SEM Smart PLS. Hasil penelitian menunjukkan bahwa kesadaran merek berpengaruh positif dan signifikan terhadap niat beli, loyalitas merek berpengaruh positif dan signifikan terhadap niat beli. Variabel asosiasi merek dengan persepsi kualitas berpengaruh prositif namun tidak signifikan terhadap niat beli.
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