Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal JER
Egy Cahya Aryanda
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Effect of Brand Awareness, Word of Mouth and Product Quality on The Purchase Decision of Adidas Shoes in Surabaya Egy Cahya Aryanda; Utomo, Priyo; Arifin, Syamsul; Nuryadi, Nuryadi; Farida, Nur
Jurnal Economic Resource Vol. 8 No. 2 (2025): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i2.1889

Abstract

This study investigates the influence of brand awareness, word of mouth, and product quality on purchasing decisions for Adidas shoes in Surabaya, with a focus on consumer behavior in the competitive sports fashion industry. Using a quantitative approach, data were collected from 385 respondents through non-probability sampling and analyzed using Partial Least Squares (PLS). The findings indicate that word of mouth and product quality have a significant impact on purchasing decisions, whereas brand awareness has no direct effect. The study is limited to Adidas consumers in Surabaya. Companies should enhance product design, comfort, and durability while strengthening consumer experiences and sustaining brand awareness as a long-term strategy.
Co-Authors Nur Farida Nuryadi Nuryadi Priyo Utomo Syamsul Arifin