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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

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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. https://doi.org/10.56457/jimk.v9i2.215

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