The influence of price, brand awareness, perceived quality and brand loyalty on consumer purchase intention on Adidas shoe products at Shopee

Ahmad Alghaniyu; Effed Darta Hadi

Authors

Ahmad Alghaniyu Universitas Bengkulu, Indonesia
Effed Darta Hadi Universitas Bengkulu, Indonesia

Keywords:

Price, Brand Awareness, Perceived Quality, Brand Loyalty, Consumer Purchase Intention, Adidas Shoes

Abstract

The purpose of this study is to analyze the influence of each independent variable: price, brand awareness, perceived quality, and brand loyalty on the purchase intention of consumers of Adidas shoes, the research method used in this study is quantitative, the population in this study is consumers who have used adidas shoes in Indonesia and the sample has been obtained as many as 200 respondents. Primary data were obtained using questionnaires and secondary data were obtained from journal studies, primary data that had been obtained was processed using SmartPLS version 3. The results showed that the variables price, brand awareness, perceived quality, and brand loyalty had a positive influence on consumer purchase intention variables

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