Analysis of the Influence of Brand Image of Purchase Intentions through Perceived Price, Trust, and Perceived Value

Abstract

This research is to analyze the relationship between Brand Image and Purchase Intentions through Perceived Price, Trust, and Perceived Value of Nike sports shoes. In today's world, when viewed from its assortment planning, Nike has made its brand a manufacturer's brand (Manufacturer), where the product is produced and controlled by the manufacturer. In this way, Nike often sponsors athletes and athletes who are popular in the world, so that Nike can always be exposed in the media. Nike has a strong brand image because its brand continues to go global and keeps up with the times. For Nike companies that are already popular as they are now, Nike usually also plans the flow of goods for a year and also considers its estimates from various factors such as discounts, seasonality, etc. Nike also allocates its products to various countries to make it easier for consumers to buy and use their products, including in Indonesia. That way, the Nike brand is also very quickly famous. Nike's strategy in managing its most important merchandise is to display its products in accordance with the categories (running, basketball, lifestyle) and also the store is designed according to the characteristics of Nike itself which is seen as an expensive brand. The products of Nike sports shoes are growing and developing in Indonesia, especially Jakarta. Indonesia itself is a highly reckoned player in the global market because of its size and growth potential which shows good progress. Thus referring to the data above, the sample of this study consisted of 150 people who were in malls in West Jakarta who were also selected using a purposive sampling method. As for the data analysis method used in this study is to use the Structural Equation Model (SEM) with AMOS version 6.0 as well as indirect testing using the Sobel Test. And based on the results of this study it shows that the statistical calculations show that the variables Brand image of the product, Perceived Price of the product, Consumer Trust and Perceived Value of the product have a significant relationship and influence on Purchase Intentions. And as a note that indirectly on the variable Perceived Price, Consumer Trust and Perceived Value can become a mediator that influences Brand image and Purchase Intentions