Kontigensi: Jurnal Ilmiah Manajemen
Vol 9 No 2 (2021): Kontigensi: Jurnal Ilmiah Manajemen

Effect of Brand Awareness and Brand Loyalty on the Purchase Decision of Adidas Brand Sport Shoes by Bandung City Adidas Lovers

Deden Muhammad Adam (Masters Program in Management, Maranatha Christian University)
Adam Aditya Mandala (Masters Program in Management, Maranatha Christian University)
Muhamad Bayu Hasan Basri (Masters Program in Management, Maranatha Christian University)

Article Info

Publish Date
01 Oct 2021

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.

Copyrights © 2021




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Kontigensi: Jurnal Ilmiah Manajemen
Website

Abbrev

JIMK

Publisher

Universitas Pasundan

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

Description

The scope of Kontigensi: Jurnal Ilmiah Manajemen journal covering the field Business and Management. Topic related to these fields can be Business and Management, entrepreneurship, finance, and financial services, human resource management, marketing, industrial relations, insurance, intellectual ...