CD Skripsi

Pengaruh Visual Branding Dan Brand Ambassador Terhadap Minat Beli Sepatu Sneaker Nike Dengan Brand Image Sebagai Variabel Intervening: Perspektif Generasi Z Dalam Era Pemasaran Digital

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ABSTRACT
This study examines the influence of visual branding and brand ambassadors on purchase intention for Nike sneaker products, with brand image as a mediating variable. In today's digital marketing era, brand competition in the footwear industry, particularly in the sneaker category, has become increasingly intense. Nike, as one of the dominant players in both global and Indonesian markets, continues to capture the attention of Generation Z consumers in Pekanbaru. This research adopts a quantitative approach using a survey method. The sample consists of 100 Generation Z respondents in Pekanbaru who are familiar with or interested in purchasing Nike sneakers. A non-probability sampling technique was employed, and data was collected through offline questionnaire distribution. Data analysis was conducted using Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS software version 4.1.1.2. The results indicate that visual branding and brand ambassadors significantly influence brand image and purchase intention. Furthermore, brand image significantly mediates the indirect effects of visual branding and brand ambassadors on purchase intention for Nike sneakers among Generation Z in Pekanbaru. The implications of these findings suggest that companies targeting Generation Z should optimize visual elements and select brand ambassadors who align with the brand’s values. The main message of this study is that a strong brand image—supported by appealing visuals and credible public figures—can significantly enhance consumer interest and drive purchasing behavior in a highly competitive digital market.
Keywords: Visual Branding, Brand Ambassador, Brand Image, Purchase Intention, Generation Z, and Sneaker Shoes.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102111630

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102111630

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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