THE IMPACT OF BRAND IMAGE, BRAND AWARENESS, AND CONSUMER ETHNOCENTRISM ON THE PURCHASE INTENTION OF YOUTH FOR LOCAL FOOTWEAR BRANDS IN BANDUNG

• Main Author: Bayu Nugroho Adji, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77443
• Institution: Institut Teknologi Bandung

Recently, Bandung has seen an increase in popularity for local footwear brands, particularly among younger people. As a result of the COVID-19 pandemic, local footwear manufacturers saw a decline in their overall sales. In the year 2020, Indonesia ranked third in the world in terms of the total number of pairs of footwear that it exported: 366 million. Therefore, it is essential to satisfy the requirements and boost sales within the country before beginning to export them. A person's intention to purchase a product might be influenced by a number of different circumstances before they make their ultimate decision. According to Achmad (2014), a number of Indonesians are more interested in purchasing foreign goods because these items tend to have higher standards of quality, product promotion, and packaging than those offered by Indonesian manufacturers. According to Lee and Lee (2018), the brand image has a favourable influence on consumers' purchase intention. According to Aaker (1991), brand awareness has a direct influence on purchase intention. People who have a strong consumer ethnocentrism are more likely to buy things made in their home country. Shimp and Sharma (1987), for example, discovered that ethnocentric buyers are more likely to purchase native things and less likely to acquire imported ones. As a result, the purpose of this research is to determine the factors—including brand image, brand awareness, and consumer ethnocentrism—that influence a person's decision to buy a local brand of footwear. A quantitative methodology will serve as the basis for the research design that will be implemented. Because there is no set number of people in Bandung who are interested in local footwear brands, convenience sampling is utilised, which is also the study's limitation. One hundred fifty individuals who live in Bandung and have an interest in regional footwear companies make up the study's sample population. In order to acquire the data, the measurements were taken from previously conducted research. Yen's research from 2017 on brand image and consumer ethnocentrism provides the data for the measurement. In the meantime, the method of measuring brand awareness that was applied was Sharifi's work from 2014. The multiple linear regression method was utilised in the process of conducting the data analysis. In order to carry out the multiple linear regression, it is necessary to first conduct a test of the classical assumptions. According to the findings of this study, there is a favourable relationship between brand image and the ethnocentrism of consumers and purchase intention. On the other hand, the results of this research showed that brand awareness did not significantly influence their purchase intention It is possible to draw the conclusion that a local footwear company ought to place a greater emphasis not only on the image of its brand but also on the individuals who have a high level of ethnocentrism as a means of increasing the marketability of its product. In addition, there is no need to be concerned about brand recognition because it does not have a big impact on the intention to purchase the local footwear brand in Bandung because Bandung is not a particularly large market.