ANALYSIS ON THE IMPACT OF BRAND EQUITY TOWARDS CONSUMERS PURCHASING INTENTIONS (CASE STUDY ADIDAS FUTSAL SHOES)

Abstract

The focus of the skripsi is about influences of Brand Equity to Purchasing Intention by using adidas, particularly adidas futsal shoes. Non probability sampling is used as sampling technique which is purposive sampling. The result of this research shows that Brand Association has not a positive effect on adidas futsal shoes Purchasing Intention, and the most dominant variable is Perceived Quality In this research, the data were collected are primary data, collected through questionnaires from as many as 101 adidas futsal shoes consumers, using direct personal investigation method and also the modified version of through-questionnaire-mailed-to-informants method. The questionnaire is using Likert Scale as its tools to measure the degree of agreement from the respondents. The data are processed through quantitative analysis. Quantitative analysis include validity and reliability test, classic assumption test and multiple regression analysis to conduct the hypothesis testing through F-test, t-test and coefficient of determination (R²). Results of the analysis found that four of Brand Equity variables being measured in this research have significant influence towards Purchasing Intention. The researcher‟s recommendation is, adidas should endorse more key player in the team that not adidas sponsored.