Muliawan, Ega Nugroho (2022) Hubungan Brand Awareness Dan Brand Image Terhadap Purchase Decision Dan Repurchase Intention Sepatu Converse di Surabaya (Studi Pada Konsumen Sepatu Converse di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In this era, the development of the fashion world is getting higher, one of the most developed is the shoe trend. The more shoe trends develop over time, the more brands of shoe products on the market. Currently, competition between brands can be observed through footwear products, especially sneakers (rubber-soled shoes). The many brands and shoe products today encourage consumers to identify and make decisions to determine the ideal brand that suits their needs and desires. Seeing this phenomenon, Converse as one of the shoe brands that occupies the third position, must also increase their brand awareness and brand image to be able to shift the position of Adidas in second place. This study aims to determine the effect of brand awareness and brand image on purchase decisions and repurchase intentions of Converse shoes so that Converse can use the results of this study to determine the right competitive strategy for its products. This research is distributed to respondents who have bought Converse shoes more than once and are domiciled in the city of Surabaya with a total of 140 respondents. This study uses the structural equation model (SEM) method and AMOS 23 software for processing. The results showed that the brand awareness variable had a positive and significant effect on purchase decisions, the brand image variable had a positive and significant impact on the purchase decision, the brand awareness variable had a positive and significant effect on repurchase intention, the brand image variable had a positive and significant effect on repurchase intention, and the variable purchase decision has a positive and significant effect on the repurchase decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Ega Nugroho Muliawan | ||||||||
| Date Deposited: | 18 Jan 2022 01:46 | ||||||||
| Last Modified: | 18 Jan 2022 01:46 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/4333 |
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