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All Journal Kontigensi: Jurnal Ilmiah Manajemen
Muhamad Bayu Hasan Basri
Masters Program in Management, Maranatha Christian University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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Effect of Brand Awareness and Brand Loyalty on the Purchase Decision of Adidas Brand Sport Shoes by Bandung City Adidas Lovers Deden Muhammad Adam; Adam Aditya Mandala; Muhamad Bayu Hasan Basri
Kontigensi : Jurnal Ilmiah Manajemen Vol 9 No 2 (2021): Kontigensi: Jurnal Ilmiah Manajemen
Publisher : Program Doktor Ilmu Manajemen, Universitas Pasundan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/jimk.v9i2.215

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.
Co-Authors Adam Aditya Mandala Deden Muhammad Adam