Articlegreen2020

THE INFLUENCE OF BRAND IMAGE, BRAND AWARENESS, PERCEIVED QUALITY ON SCHOOL SHOES PURCHASE INTENTION

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

This study aims to measure the effect of brand image and brand awareness on perceived quality and purchase intention of Converse school shoes. The object of this research is Converse school shoes, while the subject is students in Surakarta. This research uses sampling with accidental sampling technique. The number of samples in this study were 150 respondents. Data obtained through questionnaires that are distributed directly to the field and through the Google form. Data analysis techniques using Multiple Regression Analysis with SPSS software. Based on the results of the analysis that has been done, it shows that brand image has a significant effect on perceived quality, brand awareness has a significant effect on perceived quality, brand image has a significant effect on purchase intention, brand awareness has a significant effect on purchase intention and perceived quality has a significant effect on purchase intention. In general, Converse school shoes have succeeded in attracting consumer buying interest through images, images and consumer perceptions of its quality.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1995Building Strong Brands 1991Managing brand equity : capitalizing on the value of a brand name.2000An Examination of Selected Marketing Mix Elements and Brand Equity 2005The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective 2000Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication 2005The role of perceived product quality and overall satisfaction on purchase intentions 2011The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits

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