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17 May 2023
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18 May 2023
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18 May 2023
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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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Author Biographies

Mayang Wahyu Buana, Universitas Islam Indonesia

 

 

Sumadi, Universitas Islam Indonesia

 

 

How to Cite
Buana, M. W., & Sumadi. (2023). Pengaruh Persepsi Nilai dan Citra Merek terhadap Minat Beli Produk Sepatu Olahraga dengan Dimediasi Sikap Konsumen. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(2), 98–109. Retrieved from https://journal.uii.ac.id/selma/article/view/28484
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