Abstract
The purpose of this study was to determine the effect of attitudes towards the purchase intention of League shoes products in Denpasar City. The population of this study is the people who have the desire to buy League brand shoes products in Denpasar City. The sampling technique in this study was purposive sampling which was based on the criteria that respondents had the desire to buy League brand shoes products that already had monthly income and were domiciled in Denpasar City. The sample size in this study uses indicator parameters, so that the number of samples obtained is 140 respondents. Methods of collecting data using questionnaires. The analysis technique used is multiple linear regression analysis. The results of this study indicate that subjective attitudes and norms have a positive and significant effect on the purchase intention of League shoes products in the city of Denpasar. This means that the more positive the consumer attitude towards League shoes products and the better the subjective norms on these products, the higher consumer purchase intention in League shoes products in Denpasar City.
 Keywords: attitude, subjective norms, purchase intention
Highlights
The purpose of this study was to determine the effect of attitudes towards the purchase intention of League shoes products in Denpasar City
The results of this study indicate that subjective attitudes and norms have a positive and significant effect on the purchase intention of League shoes products in the city of Denpasar
Hasil uji hipotesis dalam penelitian ini ditemukan bahwa seluruh variabel bebas yang terdiri dari sikap (X1), dan norma subyektif (X2) secara statistik berpengaruh positif pada niat beli produk sepatu League di Kota Denpasar, sehingga variabel tersebut dapat dipertahankan sebagai variabel bebas untuk penelitian selanjutnya
Summary
Tujuan penelitian ini adalah untuk mengetahui pengaruh sikap terhadap niat beli produk sepatu League di Kota Denpasar. Populasi penelitian ini adalah masyarakat yang memiliki keinginan membeli produk sepatu merek League di Kota Denpasar. Teknik pengambilan sampel dalam penelitian ini adalah purposive sampling yang didasari dengan kriteria bahwa responden memiliki keinginan untuk membeli produk sepatu merek League yang sudah memiliki pendapatan per bulan dan berdomisili di Kota Denpasar. Ukuran sampel dalam penelitian ini menggunakan parameter indikator, sehingga diperoleh jumlah sampel sebanyak 140 responden. Hasil penelitian ini menunjukkan bahwa sikap dan norma subjektif berpengaruh positif dan signifikan terhadap niat beli produk sepatu League di kota Denpasar. Hal ini memiliki makna bahwa semakin positif sikap konsumen pada produk sepatu League dan semakin baik norma subjektif pada produk tersebut, maka semakin tinggi niat beli konsumen pada produk sepatu League di Kota Denpasar.
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