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All Journal Jurnal Manajemen Terapan dan Keuangan Jurnal Riset Entrepreneurship Abdi Laksana Economics and Digital Business Review International Journal of Regional Innovation JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Reviu Akuntansi, Manajemen, dan Bisnis Jurnal Manajemen dan Pemasaran Jasa Safari : Jurnal Pengabdian Masyarakat Indonesia E-journal Field of Economics, Business and Entrepreneurship (EFEBE) Asian Journal of Applied Business and Management (AJABM) Jurnal Indonesia Sosial Teknologi Innovative: Journal Of Social Science Research International Journal of Scientific Multidisciplinary Research (IJSMR) Jurnal Nusantara Mengabdi
Dwi Asri Siti Ambarwati
Lampung University
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Public Health Social Sciences Other

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Journal : Jurnal Riset Entrepreneurship

 1 
KESADARAN MEREK DAN PRESEPSI RISIKO DALAM MEMPENGARUHI NIAT BELI SEPATU "NIKE" Azmi Farhan Fauzian; Driya Wiryawan; Dwi Asri Siti Ambarwati
Jurnal Riset Entrepreneurship Vol 5 No 2 (2022): (Edisi Agustus) Volume 5, Nomor 2, Tahun 2022
Publisher : Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jre.v5i2.4130

Abstract

Along with the times, sports shoes like “Nike” have now developed into more modern and fashionable shoes, so they can be used in daily activities. Brand awareness and risk perception influencing intention to buy “Nike” shoes is the aim of this research. Descriptive analytical research is the model chosen to conduct this research. 100 respondents were used as a sample in this study through purposive sampling and questionnaires as a way of collecting data. The result study shows that the age group of 17-25 years is the dominant age group using “Nike” products. This age group is a productive age group so they have a good understanding of “Nike” products. Multiple linear regression analysis of brand awareness affects significantly the purchase intention as its significant value is 0.237. This shows that most consumers of “Nike” shoes have good brand awareness. The risk perception variable in this study has a significant effect of 0.201 to the purchase intention. In theory, risk perception will have a negative impact on purchase intention. However, there is a positive direction of risk perception on purchase intention.
Co-Authors Achmad Yahya Teguh Panuju Aida Sari Aida Sari Aida Sari Aida Sari Aida Sari Aida Sari Alodia Salsabila Azzahra Ani Kurniawati Arviza Ika Permata Putri Aulia Rizqi Sahara Azmi Farhan Fauzian Chandra Deri Andika Charina Azzahra Hasan Dorothy R. H. Pandjaitan Dorothy R.H. Pandjaitan Dorothy RH. Pandjaitan Dorothy Rouly Haratua Pandjaitan Driya Wiryawan Eivando Fanlikhin Eliza Delicia Hilmi Aunillah Kamil Lidya Ayuni Putri Mahrinasari Misbah Arbaiah Mudji Rachmat Ramelan Muhammad Adha Agung Mulyana Muhammad Lungit Wicaksono Muhammad Millenio Rizky Ramadhan Mutiasari Nur Wulan Nindytia Puspitasari Dalimunthe Nuzul Inas Nabila Rayhan Aliamin Ribhan Rinaldi Bursan Rizyki Addin Ramadhan Roslina Satria Bangsawan Sesilia Vani Susanto Siti Khulwaniatur Risya Sri Hasnawati Yuniarti Fihartini Zainnur M. Rusdi