Analisa Pengaruh Brand Image, Celebrity Endorser, Attitude, Trust, dan Brand Awareness terhadap Purchase Intention Pada Fashion Sportwear di Kota Batam
Abstract
Aktifitas olahraga di Indonesia tidak lama ini meranjak kembali yang bermula dari akibat pandemic Covid-19 yang menyebar, sebab itu masyarakat Indonesia tergerak untuk meningkatkan kebugaran tubuh dan menguatkan imunitas untuk melawan penyebaran virus. Disamping itu juga menyadarkan masyarakat untuk memfasilitasi diri dengan gaya busana olahraga yang sedang tren, sehingga fashion olahraga merupakan bidang yang berpotensi besar saat ini. penelitian yang dilakukan ini bermaksud untuk menganalisa pengaruh Brand Image, Celebrity Endorser, Attitude, Trust, dan Brand Awareness terhadap Purchase Intention pada Fashion Sportwear di Kota Batam. Sampel yang digunakan atas penelitian ini adalah kepada masyarakat Kota Batam yang akan memakai fashion sportwear merek Adidas, Nike, dan Puma. Terdapat 325 banyaknya responden berhasil terkumpul pada penelitian ini dengan memakai non-probability sampling kemudian diujikan menggunakan alat analisa PLS. Hasil penelitian menunjuk beberapa pengaruh yang signifikan antar variabel yang berupa attitude dengan purchase intention, brand awareness dengan purchase intention, brand image dengan attitude, brand image dengan trust, celebrity endorser dengan brand awareness, dan celebrity endorser dengan trust, namun juga terdapat pengaruh yang tidak signifikan antar variabel seperti trust dengan purchase intention.
Kata Kunci: Brand Image, Celebrity Endorser, Attitude, Trust, Brand Awareness
Abstract
Sports activities in Indonesia have recently returned to normal, stemming from the spread of the Covid-19 pandemic, because of that the Indonesian people are moved to improve body fitness and strengthen immunity to fight the spread of the virus. Besides that, it also makes people aware to facilitate themselves with trending sports clothing styles, so that sports fashion is a field that has great potential at this time. This research intends to analyze the effect of Brand Image, Celebrity Endorser, Attitude, Trust, and Brand Awareness on Purchase Intention of Fashion Sportwear in Batam City. The sample used in this research is the people of Batam City who will wear fashion sportwear brands Adidas, Nike, and Puma. There were 325 respondents who were successfully collected in this study using non-probability sampling and then tested using the PLS analysis tool. The results of the study indicate several significant influences between variables in the form of attitude with purchase intention, brand awareness with purchase intention, brand image with attitude, brand image with trust, celebrity endorser with brand awareness, and celebrity endorser with trust, but there is also an influence that is not significant between variables such as trust and purchase intention.
Keywords: Brand Image, Celebrity Endorser, Attitude, Trust, Brand Awareness
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DOI: https://doi.org/10.37531/sejaman.v5i1.1855
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