The Influence of Brand Awareness, Perceived Quality, and Social Media Advertising on Nike Shoe Purchase Intention among Students in Malang City

Abstract

This study aims to analyze the influence of brand awareness, perceived quality, and social media advertising on the purchase intention of Nike shoes among university students in Malang City. The increasing competition among global sportswear brands has encouraged companies to understand factors that influence consumer purchase intention, especially among young consumers. This study employed a quantitative approach with a causal associative research design. Data were collected through questionnaires distributed to 112 university students in Malang City who were familiar with Nike products and had been exposed to Nike advertisements on social media. The sampling technique used purposive sampling. Data analysis was conducted using multiple linear regression analysis supported by validity tests, reliability tests, classical assumption tests, t-tests, F-tests, and coefficient of determination tests. The findings indicate that brand awareness, perceived quality, and social media advertising positively influence purchase intention. Perceived quality was identified as the most dominant variable affecting students’ purchase intention toward Nike shoes. Simultaneously, the three independent variables significantly contribute to explaining consumer purchase intention. The results highlight the importance of maintaining product quality, strengthening brand recognition, and optimizing social media marketing strategies to increase purchase intention among university students.