Open AccessPENGARUH SEPULUH EKUITAS MEREK TERHADAP MINAT BELI DAN KEPUTUSAN PEMBELIAN SEPATU BATA BERDASARKAN SIKAP KONSUMEN
Author(s) -
Ambar Rukmi Dyah Kusumawardani,
Jono M Munandar,
Mukhamad Najib
Publication year - 2018
Language(s) - English
Resource type - Journals
ISSN - 2460-5328
DOI - 10.22441/mix.2018.v8i2.007
Subject(s) - advertising , business , brand loyalty , brand equity , nonprobability sampling , brand awareness , structural equation modeling , descriptive statistics , marketing , mathematics , medicine , population , statistics , environmental health
. Bata shoes was the first top brand Indonesia in 2015-2017, however, Bata’s selling rate come through decreased. The purpose of this study was to analyze brand equity ten influence towards purchase intention and purchase decision. Technique of sampling method in this research was quota purposive sampling. Total sample size was 200 respondents. Data were analyzed using descriptive statistic and Structural Equation Model (SEM) version 3.2.1 SMART PLS. This study shows that purchase intention of hedonistic consumers is influenced by brand awareness, brand associations, and brand loyalty. Purchase intention has influence on current purchase and future purchase. Current purchases of hedonistic consumers has influence on future purchases. Purchase intention of utilitarian consumers is influenced by perceived quality and brand loyalty. Meanwhile, purchase intention affects current purchase. In addition, future purchases of utilitarian consumers is influenced by current purchases. Thus, the results of this research would benefit to PT Bata, Tbk as considerating on formulating strategy of strong brand building in increasing sale and facing market competition