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Abstract
Tujuan penelitian ini untuk menganalisis dan menjelaskan pengaruh persepsi nilai dan citra merek terhadap minat beli produk sepatu olahraga dengan dimediasi sikap konsumen. Metodologi yang digunakan menggunakan pendekatan kuantitatif dengan teknik pengambilan sampel yaitu convenience sampling. Kriteria responden dalam penelitian ini yaitu pengguna produk sepatu olahraga yang berusia 18-30 tahun di seluruh Indonesia. Jumlah responden yang dianalisis adalah 208. Teknik analisis dilakukan dengan metode SEM menggunakan software Smart PLS. Variabel yang digunakan dalam penelitian ini adalah persepsi nilai, citra merek, sikap konsumen, dan minat beli. Adapun hasil dari penelitian ini menunjukkan bahwa persepsi nilai berpengaruh positif dan signifikan terhadap sikap konsumen. Citra merek berpengaruh positif dan signifikan terhadap sikap konsumen. Sikap konsumen berpengaruh positif dan signifikan terhadap minat beli. Dalam pembuatan penelitian ini masih terdapat keterbatasan yaitu pada faktor-faktor penelitian dan responden yang belum mewakili seluruh wilayah di Indonesia. Hasil dari penelitian skripsi ini diharapkan dapat memberikan informasi tambahan bagi perusahaan di Indonesia yang memproduksi produk sepatu olahraga untuk menyusun strategi pemasaran. Berdasarkan hasil penelitian ini rekomendasi untuk penelitian berikutnya yaitu dapat menggunakan faktor-faktor lain seperti kenyamanan, inovasi, dan kualitas produk dengan menyebut merek tertentu.
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References
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References
Abin, D.G., Mandagi, D.W. dan Pasuhuk, L.S. (2022) “Influence of brand imageoncustomer attitude, intention to purchase and satisfaction: the case of start-up Brand Pomie Bakery,” Enrichment: Journal of Management, 12(5), hal. 3907–3917. Tersedia pada: https://www.enrichment.iocspublisher.org/index.php/enrichment/article/view/960.
Ajzen, I. (1985) “From Intentions to Actions: A Theory of Planned Behavior,” in J. Kuhl dan J. Beckmann (ed.) Action Control: From Cognition to Behavior. Berlin, Heidelberg: Springer Berlin Heidelberg, hal. 11–39. Tersedia pada: https://doi.org/10.1007/978-3-642-69746-3_2.
Ajzen, I. dan Fishbein, M. (1980) Understanding Attitudes and Predicting Social Behavior. Englewood: Prentice-Hall.
Arista, E.D. dan Astuti, S.R.T. (2011) “Analisis Pengaruh Iklan, Kepercayaan Merek, dan Citra Merek terhadap Minat Beli Konsumen,” Jurnal Ilmiah ASET, 13(1), hal. 37–45. Tersedia pada: https://journal.widyamanggala.ac.id/index.php/jurnalaset/article/view/71.
Bilhuda, U. dan Thamrin (2022) “Pengaruh Norma Subjektive terhadap Minat Pembelian Produk Sepatu Adidas Palsu melalui Sikap sebagai Variabel Mediasi Studi Kasus Mahasiswa Universitas Negeri Padang,” Banking and Management Review, 11(1), hal. 1569–1581. Tersedia pada: http://ojs.ekuitas.ac.id/index.php/bmr/article/view/502.
Firman, A. (2022) “The Effect of Country-of-Origin Brand Image and Brand Product on Attitude in Choosing Smartphone Products,” Jurnal Manajemen Bisnis, 9(2), hal. 289–300. Tersedia pada: https://jurnal.fe.umi.ac.id/index.php/JMB/article/view/363.
Fishbein, M. dan Ajzen, I. (1975) Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
Ghozali, I. (2018) Aplikasi Analisis Multivarite dengan Program IBM SPSS 25. 9 ed. Semarang: Badan Penerbit Universitas Diponegoro.
Han, H. dan Kim, Y. (2010) “An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior,” International Journal of Hospitality Management, 29(4), hal. 659–668. Tersedia pada: https://doi.org/10.1016/j.ijhm.2010.01.001.
Kotler, P. et al. (2012) The Gap Between the Vision for Marketing and Reality, MIT Sloan Management Review. Tersedia pada: https://sloanreview.mit.edu/article/the-gap-between-the-vision-for-marketing-and-reality/ (Diakses: 17 Mei 2023).
Kotler, P. dan Keller, K.L. (2016) Marketing Management. 15 ed. London: Pearson Education Limited.
Kwak, M.-K., Lee, J. dan Cha, S.-S. (2021) “Senior Consumer Motivations and Perceived Value of Robot Service Restaurants in Korea,” Sustainability, 13(5), hal. 2755. Tersedia pada: https://doi.org/10.3390/su13052755.
Monroe, K.B. (1990) Pricing: Making Profitable Decisions. 2 ed. New York: McGraw Hill.
MS, M. (2020) PERILAKU KONSUMSI PRODUK HIJAU: Perspektif Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), dan Theory of Consumer Behavior (TCV). Bandar Lampung: PUSAKA MEDIA.
Mubarok, M.M. (2018) “The Effect of Brand Image and Consumer Attitudes on The Decision to Purchase Batik Jetis Sidoarjo Mediated by Interest to Buy,” Journal of Economics, Business & Accountancy Ventura, 21(1), hal. 105–116. Tersedia pada: https://doi.org/10.14414/jebav.v21i1.1134.
Negarawan, G.I. (2018) “Pengaruh Brand Image Terhadap Minat Membeli Yang Di Moderasi Oleh Tipe Kepribadian Ekstrovert,” Psikovidya, 22(1), hal. 60–66. Tersedia pada: http://psikovidya.wisnuwardhana.ac.id/index.php/psikovidya/article/view/103.
Nursilowati, R.D. dan Mayangsari, L. (2020) “Women footwears of Choice: A Correlation Analysis of Customer Attitudes toward Purchase Intention of Local Footwear Products,” in KnE Social Sciences. Dubai: Knowledge E, hal. 574–589. Tersedia pada: https://doi.org/10.18502/kss.v4i6.6628.
Pahlevi, M.K.R., Yuliniar dan Simarmata, P. (2020) “Analisis Minat Beli Konsumen Sepatu Reebok,” in PROSIDING BIEMA Business Management, Economic, and Accounting National Seminar. Jakarta: Universitas Pembangunan Nasional Veteran Jakarta, hal. 882–894. Tersedia pada: https://conference.upnvj.ac.id/index.php/biema/article/view/941.
Prabowo, R.E., Indriyaningrum, K. dan Setyani, A.D. (2020) “PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU OLAH RAGA MEREK ADIDAS (Studi di Kota Semarang),” Solusi, 18(4), hal. 121–132. Tersedia pada: https://doi.org/10.26623/slsi.v18i4.2846.
Setyaningrum, A. (2015) Prinsip-prinsip Pemasaran. Yogyakarta: CV. Andi Offset.
Singh, S. et al. (2021) “Assessing determinants influencing continued use of live streaming services: An extended perceived value theory of streaming addiction,” Expert Systems with Applications, 168, hal. 114241. Tersedia pada: https://doi.org/10.1016/j.eswa.2020.114241.
Wang, Y.-H. dan Tsai, C.-F. (2014) “The Relationship Between Brand Image and Purchase Intention: Evidence From Award Winning Mutual Funds.,” International Journal of Business & Finance Research, 8(2), hal. 27–40. Tersedia pada: https://ssrn.com/abstract=2322833.
Yang, J. dan Ahn, S.C. (2020) “The Effects of Attitude, Subjective Norm, and Behavioral Intention on Perceived Values in Traditional Marketplaces,” Journal of Distribution Science, 18(10), hal. 25–38. Tersedia pada: https://doi.org/10.15722/jds.18.10.202010.25.
Zeithaml, V.A. (1988) “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52(3), hal. 2–22. Tersedia pada: https://doi.org/10.2307/1251446.
Zhikun, D. dan Fungfai, N. (2009) “Knowledge sharing among architects in a project design team,” Chinese Management Studies, 3(2), hal. 130–142. Tersedia pada: https://doi.org/10.1108/17506140910963639.
Zhuang, W. et al. (2010) “The Impact of Perceived Value on Behavior Intention: An Empirical Study,” Journal of Global Business Management, 6(2), hal. 1–7. Tersedia pada: https://www.proquest.com/openview/4d151382c10411a5702113963d53a7b6/1.pdf?pq-origsite=gscholar&cbl=406316.