Pengaruh Brand Awareness dan Online Customer Review Terhadap Minat Beli Merek Adidas Pada Pengguna Shopee di Indonesia
DOI:
https://doi.org/10.58192/ebismen.v4i1.3189Keywords:
Adidas, Brand Awareness, Online Customer Review, Purchase Intention, ShopeeAbstract
This research investigates the impact of brand awareness and online customer reviews on purchase intention regarding Adidas products on the Shopee platform in Indonesia. The research background is founded on the growth of e-commerce and the intense competition present in Indonesia’s fashion industry. A quantitative method employing a survey approach was utilized, engaging 150 Shopee users who are familiar with Adidas products. Data analysis encompassed descriptive tests, classical assumption tests, multiple linear regression, hypothesis testing, and the coefficient of determination, all performed using SPSS version 27. The results demonstrate that brand awareness and online customer reviews have a positive and significant effect on consumer purchase intention, both individually and collectively. These findings imply that greater brand awareness and the quality of reviews are associated with an increase in purchase intention for Adidas products on Shopee. This research offers insights for Adidas Indonesia regarding the significance of enhancing brand awareness and fostering authentic reviews through exclusive promotions, review incentives, and the use of the “Verified Purchase” feature. Future research should be encouraged to integrate additional variables such as price and product quality for a more comprehensive analysisReferences
Adidas Group. (2023, March 13). Pendapatan Adidas pada level tahun sebelumnya pada tahun 2023. Adidas. https://report.adidas-group.com/2023/en/group-management-report-financial-review/business-performance/income-statement.html
Almayani, N., & Gracia, F. (2023). Pengaruh online customer review, online customer rating, dan online promotion terhadap keputusan pembelian online di Shopee.
Andriyanti, E., & Farida, S. N. (2022). Pengaruh viral marketing Shopee affiliate, kualitas produk, dan harga terhadap minat beli konsumen Shopee Indonesia (studi pada generasi Z pengguna TikTok di Sidoarjo).
Ariyani, H., Widiawati, A., & Asbara, N. W. (2023). Pengaruh brand awareness dan online customer review terhadap minat beli konsumen pada mahasiswa Institut Teknologi dan Bisnis Nobel Indonesia. https://e-jurnal.nobel.ac.id/index.php/manuver
Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). (2024, February 7). APJII jumlah pengguna internet Indonesia tembus 221 juta orang. APJII.
Goodstats.id. (2023, October 16). E-commerce paling banyak dikunjungi sepanjang 2023. Goodstats. https://goodstats.id/infographic/e-commerce-paling-banyak-dikunjungi-sepanjang-2023-aVFg5
Haqiqi, L. S. W., & Cuandra, F. (2023). Pengaruh digital marketing dan brand awareness terhadap purchase intention brand fashion Erigo Apparel dimediasi brand image. Jurnal Ekuilnomi, 5(2), 292–304. https://doi.org/10.36985/ekuilnomi.v5i2.791
Herman, H., Maszudi, E., Hamid, R. S., Dewintari, P., & Aulia, A. (2023). Peran influencer marketing, online customer review, dan content marketing dalam keputusan pembelian pada sosial Instagram. Jesya, 6(2), 1348–1358. https://doi.org/10.36778/jesya.v6i2.1059
Hermansyah, T., & Qolbi, N. (2023). Pengaruh pembayaran COD (Cash on Delivery) terhadap minat beli pada e-commerce Shopee (Vol. 2, Issue 1).
Kamisa, N., Devita, P. A., & Novita, D. (2022). Pengaruh online customer review dan online customer rating terhadap kepercayaan konsumen (Studi kasus: Pengguna Shopee di Bandar Lampung). JEB: Journal of Economic and Business Research, 2(1). http://jurnal.teknokrat.ac.id/index.php/JEB
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management. Pearson Education Limited.
Kotler, P., Keller, K. L., Tan, C. T., Ang, S. H., & Leong, S. M. (2021). Marketing management: An Asian perspective. Pearson Education Limited.
Mayasari, A. K., & Swarnawati, A. (2024). Pengaruh brand awareness dan brand positioning terhadap minat beli Tehman (Survei pada followers Instagram @Tehman.Tea).
Nuria, T. P., Fithri, E. J., & Oktarida, A. (2023). Perancangan sistem informasi akuntansi atas penjualan tunai pada CV. 99 Jaya. Jurnal Penelitian Ekonomi Manajemen dan Bisnis, 2(4), 231–243. https://doi.org/10.55606/jekombis.v2i4.2589
Pebriani, W., & Busyra, N. (2023). Pengaruh inovasi produk terhadap minat beli konsumen di era new normal. Jurnal EMT KITA, 7(1), 83–89. https://doi.org/10.35870/emt.v7i1.739
Prasetiyo, B. (2021). Kepuasan konsumen di industri suvenir dalam perspektif e-commerce dan kualitas layanan. Jurnal Manajemen Industri dan Logistik, 5(1), 10–18. https://doi.org/10.30988/jmil.v5i1.467
Roisah, R., & Dianita, W. (2023). Pengaruh promosi penjualan dan shopping enjoyment terhadap pembelian impulsif pada e-commerce Shopee (Studi kasus pada pengguna Shopee di Kota Bandung). Jurnal Manajemen Jasa, 5(1). http://ejurnal.ars.ac.id/index.php/jsj
Sugiharto. (2022, December 30). Memanfaatkan e-commerce dengan benar. Direktorat Jenderal Kekayaan Negara. https://www.djkn.kemenkeu.go.id/artikel/baca/15814/Memanfaatkan-E-Commerce-Dengan-Benar.html
Sugiyono. (2022). Metode penelitian kuantitatif kualitatif dan R&D (4th ed., Vol. 1). Alfabeta Bandung.
Wardhana, A., & Pradana, M. (2023). Service quality and brand reputation as antecedents of brand choice: The case of ride-hailing applications in Southeast Asia. Journal of Eastern European and Central Asian Research, 10(3), 387–400. https://doi.org/10.15549/jeecar.v10i3.1033
Wardhana, A., Pradana, M., & Shafira, D. (2023). The influence of product quality and brand image on purchase interest of bottled drink. Chemical Bulletin, 2023(S3), 58–64. https://doi.org/10.31838/ecb/2023.12.s3.008
Zuhdi, A., et al. (2023). Pengaruh kepercayaan dan pengalaman pembelian online terhadap minat beli di e-commerce Shopee. Jurnal Interaksi: Jurnal Ilmu Komunikasi. https://doi.org/10.30596/ji.v7i2.14761
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Ekonomi, Bisnis dan Manajemen
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
