Main Article Content
Abstract
The sports industry is currently growing rapidly and becoming one of the major markets in the economy. Dynamic competition drives companies to innovate, especially in technology, to increase economic gains. This phenomenon has triggered the emergence of various sports brands, which requires companies to be creative in marketing and building consumer loyalty. This study focuses on the influence of ethical behavior, brand experience, trust, brand authenticity, and brand equity on customer satisfaction of sneaker users Adidas, Nike, Converse, Puma, and Vans in Indonesia. This study uses a hypothesis testing design with cross-sectional data. Data were collected through online questionnaires to 231 respondents selected using purposive sampling. Data analysis was conducted using SEM (Structural Equation Modeling). This research examines ethical behavior, trust, brand experience, brand authenticity, brand equity, and customer satisfaction. The indicators to measure the variables were adapted from previous research and used a Likert scale. The purpose of this study is to analyze the influence of ethical behavior, brand experience, trust, brand authenticity, and brand equity on customer satisfaction of sneaker users. To provide contributions to sneaker brand marketers in understanding the factors that influence customer satisfaction so that they can develop more effective marketing strategies.
Keywords
Article Details
References
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- Aprilha, D., & Engkur. (2020). Pengaruh Brand Image dan Brand Experience, Terhadap Brand Loyalty Dimediasi Oleh Brand Trust Pada Pengguna Jasa Kurir Kurir J & T Rawangmangun Jakarta Timur. Journal of Business Management Education (JBME), 3(1), 76–85. http://dx.doi.org/10.1016/j.sbspro.2013.08.640%0Ahttps://dx.doi.org/10.31258/ijeba.5.2.25-44
- Arief, M., Suyadi, I., & Sunarti. (2017). Pengaruh Kepercayaan Merek dan Komitmen Merek Terhadap Loyalitas Merek (Survei pada Warga Kelurahan Penanggungan Konsumen Produk Aqua di Kota Malang). Jurnal Administrasi Bisnis (JAB)|Vol, 44(1), 144–153.
- Barus, H. C. (2017). Pengaruh ekuitas merek (brand equity) terhadap keputusan pembelian smartphone blackberry. Jurnal Sains Dan Seni ITS, 6(1), 51–66. http://repositorio.unan.edu.ni/2986/1/5624.pdf%0Ahttp://fiskal.kemenkeu.go.id/ejournal%0Ahttp://dx.doi.org/10.1016/j.cirp.2016.06.001%0Ahttp://dx.doi.org/10.1016/j.powtec.2016.12.055%0Ahttps://doi.org/10.1016/j.ijfatigue.2019.02.006%0Ahttps://doi.org/10.1
- Beverland, M. B. (2005). Grafting brand authenticity: The case of luxury wines. Journal of Management Studies, 42(5), 1003–1029. https://doi.org/10.1111/j.1467-6486.2005.00530.x
- Dzulkefli, N. A. S. bt, Amran, N. A. N. bt, & ... (2023). Impact of Event Experience Towards Satisfaction Among E-Sport Events Participant. E-Proceeding Hotwec …, 2023, 971–984.
- Faktor yang Mempengaruhi Loyalitas Merek Pada Konsumen Klinik Kecantikan yang Dimediasi Oleh Kepercayaan Merek Cheren, A., & Haryanto, H. (2023). Analysis of Factors Influencing Brand Loyalty to Consumers of Beauty Clinics Mediated by Brand Trust. Management Studies and Entrepreneurship Journal, 4(5), 5114–5127. http://journal.yrpipku.com/index.php/msej
- Fathiya, S., Aulya, A. S., & Arafah, W. (2024). Konsekuensi dari Ethical Behaviour dan Trust pada Industri Sport Brand di Indonesia. 8, 4067–4074.
- Hair, J. F. ., Black, W. C., Babin, B. J., & AndersoN, R. E. (2018). Multivariate Data Analysis, Multivariate Data Analysis. In Multivariate Data Analysis.
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis Eighth edition.
- Hutabarat, N. A., & Silitonga, N. (2022). Kurangnya Etika Dalam Lingkungan Keluarga. SOSMANIORA: Jurnal Ilmu Sosial Dan Humaniora, 1(3), 322–327. https://doi.org/10.55123/sosmaniora.v1i3.799
- Irene Junita Thomas. (2022). Analisis Customer Citizenship Behavior Melalui Brand Authenticity Dimediasi Oleh Customer Experience Pada Produk Skintific. Jurnal Strategi Pemasaran, 1–20. https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/13509%0Ahttps://publication.petra.ac.id/index.php/manajemen-pemasaran/article/download/13509/11671
- Kusuma Yanthi, C. (2019). Pengaruh Brand Authenticity, Self-Image Congruity, Brand Storytelling, Dan Social Influence Terhadap Use Behavior Melalui Behavior Intention Pada Lyncloth Bali. AGORA, Jurnal Mahasiswa Business Management, 7(2), 1–6. https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/9564
- Lelet, P. S., Lumanauw, B., & Lintong, D. C. A. (2022). Pengaruh Ekuitas Merek, Citra Merek, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen (Studi Pada Manzone Di Matahari Megamall Manado). Jurnal EMBA, 10(1), 1592.
- Luthfia, M. Y., Jumhur, H. M., & Sofyan, E. (2019). Analisis Pengaruh Penjualan Rare Sneakers dengan Harga Resell terhadap Proses Keputusan Pembelian Sneakers Head. Almana, 3(1).
- Maak, C. S. (2020). MEMBANGUN ETHICAL BEHAVIOR PEGAWAI BIDANG PENAGIHAN PAJAK (Studi Kasus Terhadap Juru Pungut di DISPENDA Kota Kupang). Journal of Management : Small and Medium Enterprises (SMEs), 10(3), 261–281. https://doi.org/10.35508/jom.v10i3.1995
- Maghfiroh, L., & Iriani, S. S. (2021). Niat Beli Sepatu Merek Lokal oleh Generasi Muda: Pengaruh Consumer Ethnocentrism, Perceived Quality, Perceived Price, dan Perceived Brand Image. Jurnal Ilmu Manajemen, 9(2), 617. https://doi.org/10.26740/jim.v9n2.p617-633
- Maria, R. T. (2017). Pengaruh Brand Image, Brand Trust, dan Kualitas Produk terhadap Loyalitas Pelanggan Melalui Kepuasan.
- Maulana, A. S. (2016). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasaan pelanggan PT. TOI. Jurnal Ekonomi Volume, 7(2), 113–125.
- Maulidiah, E. P., Survival, S., & Budiantono, B. (2023). Pengaruh Fasilitas Terhadap Kualitas Pelayanan Serta Implikasinya Pada Kepuasan Pelanggan. Jurnal Economina, 2(3), 727–737. https://doi.org/10.55681/economina.v2i3.375
- Nujulia. (2013). PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK PASTA GIGI PEPSODENT (Studi Kasus pada Mahasiswa Program Studi Pendidikan Ekonomi STKIP PGRI Sumatera Barat). Pendidikan Ekonomi, 2(2), 29797. www.topbrand-award.co.id
- Putra, T. W., & Keni, K. (2020). Brand Experience, Perceived Value, Brand Trust Untuk Memprediksi Brand Loyalty: Brand Love Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(1), 184. https://doi.org/10.24912/jmieb.v4i1.7759
- Raharja, A. T., & Khasanah, K. (2015). Analisis Pengaruh Kualitas Pelayanan, kualitas Produk, dan Nilai Pelanggan terhadap Kepuasan Pelanggan (Studi pada nasabah PT. Prudential Life Assurance Semarang). Diponegoro Journal of Management, 4(1), 1–12.
- Ratih Purnamasari, Depy Muhamad Pauzy, & Ari Arisman. (2023). Pengaruh Brand Experience Dan E-Service Quality Terhadap Brand Loyalty (Survei Pada Konsumen Toko Ansthelabel Tasikmalaya). Transformasi: Journal of Economics and Business Management, 2(3), 236–253. https://doi.org/10.56444/transformasi.v2i3.992
- Sekaran, U., & Bougie, R. (2020). Research Methods for Business.
- Tawakkada, G., & Utami, S. (2023). Pengaruh Brand Experience Terhadap Brand Commitment Dengan Mediasi Brand Passion Pada Pengguna Sepatu. Manajemen Inovasi Bisnis Dan Strategi, 1(1), 36–50.
- Tran, V. D., & Nguyen, N. T. T. (2022). Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2084968
- Tresna, P. W., Chan, A., & Herawaty, T. (2022). THE EFFECT OF BRAND EQUITY ON PURCHASE DECISIONS (STUDY ON SHOPEE CONSUMER). Jurnal Pemikiran Dan Penelitian Administrasi Bisnis Dan Kewirausahaan, 6(1), 1–52. https://doi.org/10.21608/pshj.2022.250026
- Widiana, M. E., & Rusmawati, E. (2015). Pengaruh Ekuitas Merek, Kualitas Produk Dan Penjualan Perorangan Terhadap Keputusan Pembelian Produk Maspion Di Desa Seruni Gedangan Sidoarjo. E-Jurnal Manajemen Kinerja, 1(1), 63–76.
References
Annur, C. M. (2023). Deretan Merek Sneakers Paling Disukai Masyarakat Indonesia, Adidas Juaranya! In databoks.katadata.co.id. https://databoks.katadata.co.id/datapublish/2023/02/27/deretan-merek-sneakers-paling-disukai-masyarakat-indonesia-adidas-juaranya
Aprilha, D., & Engkur. (2020). Pengaruh Brand Image dan Brand Experience, Terhadap Brand Loyalty Dimediasi Oleh Brand Trust Pada Pengguna Jasa Kurir Kurir J & T Rawangmangun Jakarta Timur. Journal of Business Management Education (JBME), 3(1), 76–85. http://dx.doi.org/10.1016/j.sbspro.2013.08.640%0Ahttps://dx.doi.org/10.31258/ijeba.5.2.25-44
Arief, M., Suyadi, I., & Sunarti. (2017). Pengaruh Kepercayaan Merek dan Komitmen Merek Terhadap Loyalitas Merek (Survei pada Warga Kelurahan Penanggungan Konsumen Produk Aqua di Kota Malang). Jurnal Administrasi Bisnis (JAB)|Vol, 44(1), 144–153.
Barus, H. C. (2017). Pengaruh ekuitas merek (brand equity) terhadap keputusan pembelian smartphone blackberry. Jurnal Sains Dan Seni ITS, 6(1), 51–66. http://repositorio.unan.edu.ni/2986/1/5624.pdf%0Ahttp://fiskal.kemenkeu.go.id/ejournal%0Ahttp://dx.doi.org/10.1016/j.cirp.2016.06.001%0Ahttp://dx.doi.org/10.1016/j.powtec.2016.12.055%0Ahttps://doi.org/10.1016/j.ijfatigue.2019.02.006%0Ahttps://doi.org/10.1
Beverland, M. B. (2005). Grafting brand authenticity: The case of luxury wines. Journal of Management Studies, 42(5), 1003–1029. https://doi.org/10.1111/j.1467-6486.2005.00530.x
Dzulkefli, N. A. S. bt, Amran, N. A. N. bt, & ... (2023). Impact of Event Experience Towards Satisfaction Among E-Sport Events Participant. E-Proceeding Hotwec …, 2023, 971–984.
Faktor yang Mempengaruhi Loyalitas Merek Pada Konsumen Klinik Kecantikan yang Dimediasi Oleh Kepercayaan Merek Cheren, A., & Haryanto, H. (2023). Analysis of Factors Influencing Brand Loyalty to Consumers of Beauty Clinics Mediated by Brand Trust. Management Studies and Entrepreneurship Journal, 4(5), 5114–5127. http://journal.yrpipku.com/index.php/msej
Fathiya, S., Aulya, A. S., & Arafah, W. (2024). Konsekuensi dari Ethical Behaviour dan Trust pada Industri Sport Brand di Indonesia. 8, 4067–4074.
Hair, J. F. ., Black, W. C., Babin, B. J., & AndersoN, R. E. (2018). Multivariate Data Analysis, Multivariate Data Analysis. In Multivariate Data Analysis.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis Eighth edition.
Hutabarat, N. A., & Silitonga, N. (2022). Kurangnya Etika Dalam Lingkungan Keluarga. SOSMANIORA: Jurnal Ilmu Sosial Dan Humaniora, 1(3), 322–327. https://doi.org/10.55123/sosmaniora.v1i3.799
Irene Junita Thomas. (2022). Analisis Customer Citizenship Behavior Melalui Brand Authenticity Dimediasi Oleh Customer Experience Pada Produk Skintific. Jurnal Strategi Pemasaran, 1–20. https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/13509%0Ahttps://publication.petra.ac.id/index.php/manajemen-pemasaran/article/download/13509/11671
Kusuma Yanthi, C. (2019). Pengaruh Brand Authenticity, Self-Image Congruity, Brand Storytelling, Dan Social Influence Terhadap Use Behavior Melalui Behavior Intention Pada Lyncloth Bali. AGORA, Jurnal Mahasiswa Business Management, 7(2), 1–6. https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/9564
Lelet, P. S., Lumanauw, B., & Lintong, D. C. A. (2022). Pengaruh Ekuitas Merek, Citra Merek, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen (Studi Pada Manzone Di Matahari Megamall Manado). Jurnal EMBA, 10(1), 1592.
Luthfia, M. Y., Jumhur, H. M., & Sofyan, E. (2019). Analisis Pengaruh Penjualan Rare Sneakers dengan Harga Resell terhadap Proses Keputusan Pembelian Sneakers Head. Almana, 3(1).
Maak, C. S. (2020). MEMBANGUN ETHICAL BEHAVIOR PEGAWAI BIDANG PENAGIHAN PAJAK (Studi Kasus Terhadap Juru Pungut di DISPENDA Kota Kupang). Journal of Management : Small and Medium Enterprises (SMEs), 10(3), 261–281. https://doi.org/10.35508/jom.v10i3.1995
Maghfiroh, L., & Iriani, S. S. (2021). Niat Beli Sepatu Merek Lokal oleh Generasi Muda: Pengaruh Consumer Ethnocentrism, Perceived Quality, Perceived Price, dan Perceived Brand Image. Jurnal Ilmu Manajemen, 9(2), 617. https://doi.org/10.26740/jim.v9n2.p617-633
Maria, R. T. (2017). Pengaruh Brand Image, Brand Trust, dan Kualitas Produk terhadap Loyalitas Pelanggan Melalui Kepuasan.
Maulana, A. S. (2016). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasaan pelanggan PT. TOI. Jurnal Ekonomi Volume, 7(2), 113–125.
Maulidiah, E. P., Survival, S., & Budiantono, B. (2023). Pengaruh Fasilitas Terhadap Kualitas Pelayanan Serta Implikasinya Pada Kepuasan Pelanggan. Jurnal Economina, 2(3), 727–737. https://doi.org/10.55681/economina.v2i3.375
Nujulia. (2013). PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK PASTA GIGI PEPSODENT (Studi Kasus pada Mahasiswa Program Studi Pendidikan Ekonomi STKIP PGRI Sumatera Barat). Pendidikan Ekonomi, 2(2), 29797. www.topbrand-award.co.id
Putra, T. W., & Keni, K. (2020). Brand Experience, Perceived Value, Brand Trust Untuk Memprediksi Brand Loyalty: Brand Love Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(1), 184. https://doi.org/10.24912/jmieb.v4i1.7759
Raharja, A. T., & Khasanah, K. (2015). Analisis Pengaruh Kualitas Pelayanan, kualitas Produk, dan Nilai Pelanggan terhadap Kepuasan Pelanggan (Studi pada nasabah PT. Prudential Life Assurance Semarang). Diponegoro Journal of Management, 4(1), 1–12.
Ratih Purnamasari, Depy Muhamad Pauzy, & Ari Arisman. (2023). Pengaruh Brand Experience Dan E-Service Quality Terhadap Brand Loyalty (Survei Pada Konsumen Toko Ansthelabel Tasikmalaya). Transformasi: Journal of Economics and Business Management, 2(3), 236–253. https://doi.org/10.56444/transformasi.v2i3.992
Sekaran, U., & Bougie, R. (2020). Research Methods for Business.
Tawakkada, G., & Utami, S. (2023). Pengaruh Brand Experience Terhadap Brand Commitment Dengan Mediasi Brand Passion Pada Pengguna Sepatu. Manajemen Inovasi Bisnis Dan Strategi, 1(1), 36–50.
Tran, V. D., & Nguyen, N. T. T. (2022). Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2084968
Tresna, P. W., Chan, A., & Herawaty, T. (2022). THE EFFECT OF BRAND EQUITY ON PURCHASE DECISIONS (STUDY ON SHOPEE CONSUMER). Jurnal Pemikiran Dan Penelitian Administrasi Bisnis Dan Kewirausahaan, 6(1), 1–52. https://doi.org/10.21608/pshj.2022.250026
Widiana, M. E., & Rusmawati, E. (2015). Pengaruh Ekuitas Merek, Kualitas Produk Dan Penjualan Perorangan Terhadap Keputusan Pembelian Produk Maspion Di Desa Seruni Gedangan Sidoarjo. E-Jurnal Manajemen Kinerja, 1(1), 63–76.