BRAND LOVE PADA SEPATU OLAHRAGA LOKAL: STUDI KASUS ORTUSEIGHT DI INDONESIA

Authors

Uswatul Hasanah Umar Universitas Mulawarman https://orcid.org/0009-0001-9915-2316
Lucy Pratama Putri Pendidikan Jasmani, Universitas Mulawarman https://orcid.org/0009-0008-3417-710X
Devaron Suardi Pendidikan Jasmani, Universitas Mulawarman https://orcid.org/0000-0003-3264-5033

DOI:

Keywords:

brand love, Ortuseight, sepatu olahraga lokal

Abstract

Industri sepatu olahraga lokal di Indonesia menunjukkan pertumbuhan yang positif meskipun masih didominasi oleh merek internasional. Salah satu merek lokal yang berhasil menarik perhatian konsumen adalah Ortuseight. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi brand love pada merek sepatu olahraga lokal, dengan fokus pada Ortuseight. Faktor yang diteliti meliputi kualitas produk, harga, brand ambassador, serta nilai sosial budaya. Data dalam penelitian ini dikumpulkan melalui survei dengan 162 responden yang memuat kuesioner tentang kualitas produk, harga, pemilihan brand ambassador, nilai sosial budaya dan brand love. Hasil penelitian menunjukkan bahwa kualitas produk, harga, dan brand ambassador berpengaruh positif terhadap terbentuknya brand love. Namun, faktor sosial budaya terbukti menjadi faktor paling dominan dalam membangun ikatan emosional konsumen dengan merek lokal. Hasil penelitian ini menegaskan bahwa brand love pada produk lokal tidak hanya terbentuk dari aspek fungsional, tetapi juga dari aspek emosional yang berkaitan dengan kebanggaan nasional. Penelitian ini memberikan kontribusi bagi pengembangan strategi pemasaran merek lokal agar mampu bersaing dengan merek internasional.

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