Pengaruh Fashion Involvement, Brand Credibility & Kualitas Produk terhadap Minat Beli Sepatu Vans di Wilayah Kota Medan

Abstract

The fashion industry plays a role in creating designs and overseeing the production process of various products, including clothing, jewelry, bags, shoes, and more. One of the fashion sectors, particularly in shoes, that has a large market share is Vans. This research aims to determine the influence of fashion involvement, brand credibility, and product quality on purchase intention. The impact of fashion involvement, brand credibility, and product quality will be analyzed both partially and simultaneously on the purchase intention of Vans shoes in Medan City. The research uses a quantitative approach with an associative method. The population in this study consists of people familiar with Vans shoes in Medan City, with a sample of 96 respondents selected through purposive sampling. Primary data were obtained by distributing questionnaires directly, while secondary data were gathered through a literature review. The analysis methods used include validity tests, reliability tests, classical assumption tests, multiple linear regression, partial tests, simultaneous tests, and determination tests, processed using SPSS Software. The results of this study indicate that Fashion Involvement has a significant positive impact on Purchase Intention, with a t-value of 18.019 < 1.985 and a significance level of 0.000 > 0.05, as well as a positive regression coefficient of 0.686. Brand Credibility also has a significant positive impact on Purchase Intention, with a t-value of 3.824 > 1.985, a significance level of 0.000 < 0.05, and a positive regression coefficient of 0.091. Product Quality also has a significant positive impact on Purchase Intention, with a t-value of 12.766 > 1.985, a significance level of 0.000 < 0.05, and a positive regression coefficient of 0.210. The simultaneous test of the variables Fashion Involvement, Brand Credibility, and Product Quality shows that they have a simultaneous influence of 88.0%, while the remaining 12.0% is influenced by factors outside this research model..