PENGARUH BRAND ASSOCIATION TERHADAP CONSUMER RESPONSE PRODUK SEPATU OLAHRAGA ADIDAS DI SURABAYA

  • Makmesser Lukas Rumbiak Saba Jurusan Manajemen Pemasaran Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Brand Associations, Consumer Response

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisa pengaruh band associations terhadap consumer response produk sepatu olahraga merek Adidas di Surabaya. Penelitian ini dilakukan pada semua jenis sepatu olahraga merek Adidas di Surabaya. Pengolahan data dilakukan dengan menggunakan Structural Equation Modeling (SEM) dengan menggunakan program Lisrel 8.70. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan jenis purposive sampling. Jumlah sampel yang digunakan dalam penelitian ini adalah sebanyak 200 responden. Hasil penelitian ini menunjukkan adanya pengaruh social identification function terhadap ketiga variabel consumer response dan pengaruh status function  terhadap kerelaan konsumen merekomendasikan produk sepatu olahraga merek Adidas kepada orang lain. Guarantee function dan personal identification function tidak berpengaruh terhadap ketiga variabel consumer response. Status function tidak berpengaruh terhadap terhadap kerelaan konsumen untuk membeli produk perluasan konsumen selain sepatu olahraga dan kerelaan konsumen untuk membayar harga yang relatif mahal untuk membeli sepatu olahraga merek Adidas.

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Published
2015-09-01
Issue
Vol. 4 No. 2 (2016): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Section
Bidang Manajemen (M)

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