Consumer Value and Risk Perception on Consumer Purchase Intention in Athletic Shoe Markets

Rinaldi Bursan

doi:10.37641/jimkes.v11i2.2108

Authors

Rinaldi Bursan Faculty of Economics and Business, Universitas Lampung, Bandar Lampung, Lampung 35141, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v11i2.2108

Keywords:

Athletic footwear, brand management, consumer behavior, purchase intention, sportswear industry

Abstract

In the ever-evolving sports equipment industry, iconic brands like Adidas, Nike, and Puma have transcended their athletic origins to become fashion symbols, adapting to the preferences of the modern consumer. Brand recognition plays a crucial role in distinguishing quality products, aiding effective marketing efforts, segmentation, and customer loyalty. This study delves into the brand management strategies of these leading athletic shoe companies, focusing on how they maintain their brand presence in a fiercely competitive market and adapt to changing consumer trends. Employing a quantitative approach, we examined the relationship between Consumer Value, Brand Awareness, and Risk Perception and their impact on Purchase Intention among consumers seeking to purchase Nike shoes. Our findings highlight the significant influence of these factors on Purchase Intention, reinforcing their importance in consumer decision-making. We recommend strategies for Nike, such as enhancing product quality and introducing distinctive shoe designs, leveraging social media for brand awareness, and implementing features to reduce counterfeit risks, all aimed at shaping the future of the athletic shoe industry.

Keywords: Athletic footwear, brand management, consumer behavior, purchase intention, sportswear industry

ABSTRAK

Dalam industri peralatan olahraga yang terus berubah, merek-merek terkenal seperti Adidas, Nike, dan Puma telah melampaui akar mereka dalam olahraga untuk menjadi simbol mode, mengikuti preferensi konsumen modern. Pengenalan merek memainkan peran penting dalam membedakan produk berkualitas, membantu upaya pemasaran yang efektif, segmentasi, dan membangun loyalitas pelanggan. Penelitian ini menyelidiki strategi manajemen merek dari perusahaan sepatu olahraga terkemuka ini, dengan fokus pada bagaimana mereka menjaga kehadiran merek mereka di pasar yang sangat kompetitif dan beradaptasi dengan tren konsumen yang berubah. Dengan menggunakan pendekatan kuantitatif, kami mengeksplorasi hubungan antara Nilai Konsumen, Kesadaran Merek, dan Persepsi Risiko serta dampaknya pada Niat Pembelian di kalangan konsumen yang ingin membeli sepatu Nike. Hasil penelitian kami menunjukkan pengaruh signifikan dari faktor-faktor ini pada Niat Pembelian, yang mengukuhkan pentingnya mereka dalam keputusan konsumen. Kami juga memberikan rekomendasi strategis untuk Nike, seperti meningkatkan kualitas produk dan menghadirkan desain sepatu yang unik, memanfaatkan media sosial untuk meningkatkan kesadaran merek, dan mengimplementasikan fitur-fitur untuk mengurangi risiko barang palsu, semuanya bertujuan untuk membentuk masa depan industri sepatu olahraga..

Kata kunci: Sepatu olahraga, manajemen merek, perilaku konsumen, niat beli konsumen, industri pakaian olahraga.

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