THE EFFECT OF ADVERTISING, PERCEIVED QUALITY AND BRAND AWARENESS ON CONSUMER PURCHASE INTENTION (CASE STUDY: ADIDAS SPORT SHOES)
ABSTRACT: Sports as needs,
which is read by the companies manufacturers who produce a sport shoes product.
In Indonesia, the competition in footwear industry is getting tight and
variety. It makes so much many shoes retail opened and developing. With that
situation, the companies are trying to create a variety shoes and trying to
adding new value on their product to keep their customer and getting new
consumers and of course to make them still survive in the market. The aims of
this study are to analyze the effect of Advertising, Perceived Quality and
Brand Awareness on Consumer Purchase Intention of Adidas Sport Shoes. This
research is causal type of research which uses primary data obtained through
questionnaires and uses multiple regression analysis. The population observed
is people in Manado who have used Adidas Sport Shoes with 100 respondents as
the sample size.
Keywords: Advertising,
Perceived Quality, Brand Awareness, Consumer Purchase Intention
Penulis: Wanda Nadya Laluyan,
Sifrid S. Pangemanan, Frederik G. Worang
Kode Jurnal: jpmanajemendd170470
