Pengaruh Brand Awareness, Brand Association, dan Perceived Quality terhadap Keputusan Pembelian Produk Nike Basketball Shoes (Studi pada Komunitas Bola Basket di Wonosobo)

Abstract

Intense competition between companies makes companies compete to win the competition and get the maximum profit. Like sports shoe companies, sports shoe companies experience stiff competition against competitors, this is due to the increasing awareness of each individual's interest in sports given the Covid-19 pandemic that has hit almost all countries, including Indonesia. It is important for companies to understand consumer behavior by increasing brand awareness, brand association, perceived quality, and purchasing decisions. This study aims to determine the effect of brand awareness, brand association, and perceived quality variables on purchasing decisions. The number of samples in this study were 100 respondents, namely the basketball community in Wonosobo. The research used to determine the effect of brand awareness, brand association, and perceived quality on purchasing decisions using statistics with the help of SPSS Version 26 software, where previously validity tests, reliability tests, correlation coefficient tests, determination coefficient tests, simple and multiple regression analysis were carried out, as well as t test and f test. Based on the results of this study, it is known that there is a positive and significant influence on the variables of brand awareness, brand association, and perceived quality on purchasing decisions.

Persaingan yang ketat antar perusahaan membuat perusahaan berlomba-lomba memenangkan persaingan dan mendapatkan keuntungan yang sebesar-besarnya. Seperti halnya perusahaan sepatu olahraga, perusahaan sepatu olahraga mengalami persaingan yang ketat terhadap pesaing kompetitor, hal ini disebabkan karena meningkatnya kesadaran minat olahraga tiap individu mengingat adanya pandemi Covid-19 yang melanda hampir seluruh negara, salah satunya Indonesia. Penting bagi perusahaan untuk memahami perilaku konsumen dengan meningkatkan brand awareness, brand association, perceived quality, dan keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh antara variabel brand awareness, brand association, dan perceived quality terhadap keputusan pembelian. Adapun jumlah sampel pada penelitian ini sebanyak 100 responden yaitu komunitas bola basket di Wonosobo. Penelitian yang digunakan untuk mengetahui pengaruh brand awareness, brand association, dan perceived quality terhadap keputusan pembelian menggunakan statistik dengan bantuan software SPSS Versi 26, dimana sebelumnya telah dilakukan uji validitas, uji reliabilitas, uji koefisien korelasi, uji koefisien dterminasi, analisis regresi sederhana dan berganda, serta uji t dan uji f. Berdasarkan hasil penelitian ini diketahui bahwa terdapat pengaruh yang positif dan signifikan pada variabel brand awareness, brand association, dan perceived quality terhadap keputusan pembelian.