IMPACT OF BRAND EQUITY ON CUSTOMER PURCHASE INTENTION (NIKE SHOES AS A STUDY CASE)

Abstract

This study is motivated by growing phenomenon about competition between existing brands and the emergence of newly brands that joint in market competition especially for footwear products. Particularly, this study examines Nike efforts to maintain its position as market leader by forming and improving brand equity. The problem of this study was to analyze whether the brand equity of brand awareness, brand association, perceived quality, brand loyalty influence on consumer’s purchasing intention for Nike shoes. The aim of this study is analyze the influences of the fourth brand equity elements on consumer’s purchasing intention for Nike shoes. After literature review and hypothesis development, the data was collected by questionnaire using accidental sampling method toward 100 respondents. The methods of data analysis is multiple regression using SPSS software. The data that has subjected to validity, reliability, and classic assumtion tests. Hypotheses test using t test shows that the fourth independent variables used in this study significantly influences dependent variable. F-test reveal that all independent variables are adequate to test dependent variable. Adjusted R Square of 0.276 shows that 27.6 percent of Purcahasing Intention variance is explained by the fourth independent variables in regression equation, whereas the other 72.4 percent is explained by other variables.