The Influence Of Brand Awareness, Brand Image, And Brand Equity On Behavior Intention Towards Branded Products (Sneakers Nike)
Year: 2024
Type: conference-paper
Study design: Observational Study
Abstract: Through a strong brand, companies can manage their assets well, increase cash flow, expand market share, set premium prices, reduce promotional costs, increase sales, maintain stability, and increase competitive advantage, especially in Nike Sneakers products. The purpose of this study was to determine the effect of Brand Awareness, Brand Image, and Brand Equity on Behavior Intention Branded Produck (Nike Sneakers). The data collection method in this study used a questionnaire technique, with a sample of 130 respondents. These results show that Brand Awareness has an effect on Behavior Intention. So that the hypothesis which states that Brand Equity has a Positive and Significant Effect on Branded Products (Nike Sneakers). The results of the F test show that Fcount> Ftable with a value of Fcount 50.51> Ftable 2.68,. it can be concluded that the H4 hypothesis is accepted, or in other words that Brand Awareness, Brand Image, and Brand Equity together or simultaneously on Behavior Intention Branded Product (Nike Sneakers.). The results of the study are in line with previous research, saying that Brand Awareness, Brand Image, and Brand Equity simultaneously (F test) on Brand Equity in Nike Shoe Users. Thus, purchase intention shows how far people want to buy; purchase intention measures how much someone wants to buy and purchase intention is related to continuous buying habits for the Product (Nike Sneakers).
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4408298893