FACTORS INFLUENCING PURCHASE INTENTIONS: THE IMPACT OF BRAND LOYALTY, BRAND IMAGE, AND BRAND ATTITUDES TOWARDS INTERNATIONAL SPORTS SHOE BRANDS
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Abstract
The purpose of this research aimed to investigate brand loyalty, brand image, and brand attitudes that influence purchase intentions toward international sports shoe brands. This quantitative study employed an online questionnaire with screening questions administered to 386 consumers who intended to purchase these brands. The research instrument was validated for content validity by experts and demonstrated high reliability (Cronbach’s Alpha = 0.9125). Descriptive statistics and multiple regression analysis were employed to analyze the data. The results revealed that, in terms of demographics, most respondents with purchase intentions were female, aged 31 – 40 years, held a bachelor’s degree, worked as private employees, and were single. Regarding the analysis of independent variables, brand image exerted the strongest influence on purchase intention, followed by brand attitude and brand loyalty. The proposed model explained 86.7 percent of the variance in purchase intention (R2 = 0.867).
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References
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