The Influence of Brand Awareness, Product Quality, and Brand Trust on Purchase Intention for Bata Shoes Product

Abstract

This research aims to examine and analyze the influence of Brand Awareness, Product Quality, and Brand Trust on Purchase Intention for Bata Shoes Product. The population in this research are consumers who know Bata Shoes Product. The sampling method uses a purposive sampling technique with a sample size of 126 responden. This research employed a quantitative approach with a survey method for data collection. Data were obtained through questionnaires measured using a likert scale. Data analysis was performed using the Partial Least Squares (PLS) method using the SmartPLS 4 application. The results showed that brand awareness had a positive and significant effect on purchase intention, product quality had a positive but insignificant effect on purchase intention, and brand trust had a positive and significant effect on purchase intention. These findings suggest that increasing brand awareness and brand trust can be important factors in driving consumer purchase intention for Bata Shoes Product.