PENGARUH KECINTAAN MEREK LOKAL DAN FASHION LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN SNEAKERS VENTELA DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING

THE EFFECT OF LOVE LOCAL BRAND AND FASHION LIFESTYLE ON THE PURCHASE DECISION OF VENTELA SNEAKERS WITH INTEREST IN BUYING AS INTERVENING VARIABLES

    Fenomena brand lokal semakin diminati dan digemari masyarakat terutama untuk remaja. Antusiasme yang tinggi berdampak pada bangkitnya merek-merek lokal di Indonesia. Penelitian ini bertujuan untuk mengetahui kecintaan merek lokal (brand love) dan fashion lifestyle terhadap keputusan pembelian yang dimediasi melalui minat beli Sneakers Ventela. Populasi yang digunakan dalam penelitian ini adalah seluruh mahasiswa Universitas Negeri Surabaya yang pernah membeli dan bermina t membeli Sneakers Ventela. Teknik pengambilan sampel menggunakan random sampling dan rumus slovin dengan jumlah sampel yang diperoleh sebanyak 100 responden dari 26.475 mahasiswa. Pengumpulan data dilakukan dengan survey dan menyebar kuisioner google form. Teknik analisis yang digunakan dalam penelitian ini adalah analisis jalur (analysis path), uji f dan koefisien determinasi, uji hipotesis (uji t) dan uji sobel test. Hasil pengujian menunjukkan bahwa kecintaan merek lokal terbukti berpengaruh positif signifikan terhadap minat beli, fashion lifestyle berpengaruh positif tetapi tidak signifikan terhadap minat beli, minat beli berpengaruh positif dan signifikan terhadap keputusan pembelian, kecintaan merek lokal berpengaruh positif tetapi tidak signifikan terhadap keputusan pembelian, fashion lifestyle berpengaruh positif dan signifikan terhadap keputusan pembelian, minat beli mampu memediasi kecintaan merek lokal terhadap keputusan pembelian, namun tidak terbukti memediasi fashion lifestyle terhadap keputusan pembelian.

The phenomenon of local brands is increasingly in demand and favored by the public, especially for teenagers. High enthusiasm has an impact on the rise of local brands in Indonesia. This study aims to determine the love of local brands (brand love) and fashion lifestyle on purchasing decisions mediated through the interest in buying Ventela Sneakers. The population used in this study were all students of the State University of Surabaya who had bought and were interested in buying Ventela Sneakers. The sampling technique used was random sampling and the Slovin formula with a total sample of 100 respondents from 26,475 students. Data was collected by means of surveys and distributing google form questionnaires. The analytical technique used in this research is path analysis, f test and coefficient of determination, hypothesis test (t test) and Sobel test. The test results show that love of local brands has a significant positive effect on buying interest, fashion lifestyle has a positive but not significant effect on buying interest, buying interest has a positive and significant effect on purchasing decisions, love of local brands has a positive but not significant effect on purchasing decisions, fashion lifestyle positive and significant effect on purchasing decisions, buying interest is able to mediate the love of local brands on purchasing decisions, but it is not proven to mediate fashion lifestyle on purchasing decisions.