<![CDATA[People’s fitness activities and healthy lifestyle have increased 18% after the pandemic, and this is followed by a consistent increase in the brand index of Diadora during the last three years. The index is the results of measurements in people’s awareness of a brand, their purchase cycles, and their purchase intention. These phenomena indicate the presence of a relationship between changes in individuals’ fitness activities and their intention to purchase Diadora shoes. The objective of this research is to assess and explain the effects of utilitarian shopping motives, customer xenocentrism, and brand association on people’s intention to purchase Diadora shoes in Malang. This explanatory research elucidates the relationship between a variable and other variables through hypothesis testing. Using non-probability sampling method and purposive sampling technique, 192 people with the minimum age of eighteen years who live in Malang and have not purchased Diadora shoes were selected as the respondents. The research data was analyzed using multiple linear regression in IBM SPSS version 26. This study finds that utilitarian shopping motives positively and significantly influences the intention to purchase Diadora shoes, that customer xenocentrism positively and significantly affects the purchase intention, and that brand association positively and significantly impacts the purchase intention. Abstrak Aktivitas kebugaran dan pola hidup sehat pasca pandemi mengalami peningkatan sebesar 18% yang dibarengi dengan kenaikan Brand Index Diadora selama kurun waktu tiga tahun belakang secara konsisten. Brand index diukur berdasarkan kesadaran akan merek, siklus pembelian, dan niat pembelian masyarakat. Fenomena ini menunjukannya adanya hubungan antara perubahan aktivitas kebugaran individu terhadap niat pembelian sepatu Diadora. Penelitian ini bertujuan untuk menguji dan menjelaskan pengaruh utilitarian shopping motives, customer xenocentrism, dan brand association pada purchase intention sepatu olahraga Diadora di Malang. Penelitian ini menggunakan jenis penelitian eksplanatori (explanatory research) yang akan memberikan penjelasan antara hubungan satu variabel dengan variabel yang lain dalam penelitian melalui pengujian hipotesis. Penelitian ini diikuti dengan 192 responden menggunakan teknik non-probability sampling dan metode purposive sampling dengan karakteristik berada di malang, berusia setidaknya 18 serta belum melakukan pembelian sepatu Diadora dalam proses pengambilan samplenya. IBM SPSS versi 26 digunakan sebagai alat pengujian regresi linier berganda. Hasil penelitian menunjukkan bahwa utilitarian shopping motives berpengaruh positif dan signifikan terhadap purchase intention, customer xenocentrism berpengaruh positif dan signifikan terhadap purchase intention dan brand association berpengaruh positif dan signifikan terhadap purchase intention sepatu Diadora]]>
