Main Article Content

Abstract

The universe influences the global economic cycle, and consumer decisions are increasingly complex when choosing or buying competing brands in international markets. This study was conducted to analyze the effect of brand awareness and loyalty on purchasing Adidas brand sports shoes, then determine which variables have a core influence on consumer decisions to buy Adidas branded sports shoes. Methods of collecting data with a questionnaire. The population in this study were fans of the "Adidas" brand sport shoes from Bandung. Sampling was taken as many as 100 respondents.

Keywords

brand image, brand awareness, sports shoes, Adidas

Article Details

How to Cite
Adam, D. M., Mandala, A. A., & Basri, M. B. H. (2021). Effect of Brand Awareness and Brand Loyalty on the Purchase Decision of Adidas Brand Sport Shoes by Bandung City Adidas Lovers. Kontigensi : Jurnal Ilmiah Manajemen, 9(2), 605-614. Retrieved from https://jurnal.dim-unpas.web.id/index.php/JIMK/article/view/215

References

  1. Aaker, David. 2009. Manajemen Ekuitas Merek. Jakarta: Spektrum.
  2. A.B. Susanto dan Hilmawan Wijanarko. 2004. Power Branding: Membangun Merek Unggul dan Organisasi Pendukungnya. Jakarta: PT Mizan Publika Jakarta.American Marketing Association. 2008. Definition of Brand
  3. Alvian B. (2012). “Pengaruh Citra Merek (Brand Image) Terhadap Pengambilan Keputusan Pembelian Mobil Toyota Kijang Innova pada PT. Hadji Kalla cabang Polman.” Skripsi. Fakultas Ekonomi dan Bisnis, Universitas Hasanuddin.
  4. Arcana, N., 2009, Pengantar Statistik II untuk Ekonomi Bagian Inferensial, Surabaya: Fakultas Ekonomi Universitas Katolik Widya Mandala Surabaya
  5. Assael, Henry. 2001. Consumer Behavior 6th Edition.
  6. New York: Thomson - Learning.
  7. Augusty, Ferdinand. 2006. Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
  8. Durianto, Darmadi ; Sugiarto: dan Budiman, Lie Joko. 2004. Brand Ekuity Ten (strategi memimpin pasar). Jakarta: PT Gramedia Pustaka Utama.
  9. Haerudin, Heri. 2010. Pengaruh Citra Merek Sepeda Motor Honda Terhadap Minat Beli Konsumen. Universitas Pasundan Bandung 2010.
  10. Ismail, Solihin. 2004. Kamus Pemasaran. Edisi kesatu. Bandung : Penerbit Pustaka.
  11. Keller, Kevin Lane.2008.Strategic Brand Management: Building, Measuring, And Managing Brand Equity.New Jersey: Prentice Hall Inc
  12. Kotler, Philip, 2002. Manajemen Pemasaran.Jakarta: Erlangga.
  13. Kotler, Philip. 2009. Manajemen Pemasaran. Jakarta : Erlangga.
  14. Kuncoro, Mudrajad. 2009. Metode Riset Untuk Bisnis dan Ekonomi. Jakarta : Erlangga.
  15. Malhotra, Naresh K. 2009. Riset Pemasaran Pendekatan Terapan. Jilid 1. Jakarta : PT Index.
  16. Metha (1994), Prinsip-prinsip Pemasaran, Penerbit Erlangga, Jakarta Rositer dan Percy (2000), Advertasing and Promation Management, New York
  17. Nurul Huda. (2012). “Pengaruh Brand Image Terhadap Keputusan Pembelian Motor Scuter Matic Yamaha.” Makasar. Skripsi. Fakultas Ekonomi dan Bisnis, Universitas Hasanuddin.
  18. Putro, Adityo. 2009. Analisis Efektivitas Banner Ads untuk Meningkatkan Brand Image Produk/Jasa di Indonesia: Studi Kasus Kaskus.Us dan Detik.Com.
  19. Radji, Djoko Lesmana. 2009. Hubungan Citra Merek, Kepuasan dan Loyalitas Konsumen. Jurnal Bisnis dan Manajemen Vol.10 (1) 17-34.
  20. Rangkuti, Freddy. 2004. The Power of Brand. Jakarta: PT. Gramedia Pustaka Utama
  21. Rangkuti , Freddy. 2009. Strategi Promosi yang Kreatif dan Analisis Kasus. Integrated Marketing Communication. Jakarta: PT Gramedia Pustaka Utama.
  22. Ritonga, Ririn. (2011). Hubungan Citra Merek dengan Kepuasan Konsumen (Skripsi). Universitas Sumatera Utara. Sumatera Utara.
  23. Rossiter, John R, Larry Percy, 1998, Advertising Communication and Promotion Management, Edisi Kedua, Singapura ; McGraw-Hill http://motor.otomotifnet.com/read/2014/04/17/3488 56/30/9/Pertumbuhan-Konsumen-Kelas-MenengahDongkrak-Penjualan-Motor-Sport http://www.topbrand-award.com