THE INFLUENCE OF BRAND PERSONALITY ON CONSUMER PURCHASE INTENTION OF NIKE SPORTSWEAR PRODUCTS IN MANADO
ABSTRACT: Nike is the world's
largest supplier and manufacturer of athletic shoes, apparel and other sports
equipment. The company employed about 74,400 people worldwide in 2017, and
their global revenue generated more than 34 billion U.S. dollars. In the
current era business has been growing very rapidly. This study was examining
the influence of brand personality on consumer purchase intention of Nike
Sportswear Products. There are five core dimensions of brand personalities:
sincerity, excitement, competence, sophistication and ruggedness. The research
conducted by using multiple regression analysis and collecting the data from
questionnaire. The sample in this study is taken by 100 respondents of people
living in Manado. The result shows that brand personality of sincerity,
competence, and ruggedness has significantly influence on consumer purchase
intention of Nike Sportswear Products. It was found that competence is the
variable that most has significantly influence on consumer purchase intention
of Nike Sportswear Products than any other brand personalities. This means that
the consumers trust in the brand, consider it as a successful brand. Therefore,
Nike just need to keep maintain their competence because this is one of the
influencing factors of their brand personality that will keep the consumer want
to buy their products.
Keywords: brand personality,
sincerity, excitement, competence, sophistication, ruggedness, and purchase
intention
Penulis: Christheo M.
Mamangkey, Joyce S.L.H.V. Lapian Lapian, Willem J. F. A Tumbuan
Kode Jurnal: jpmanajemendd180252
