ANALYSIS OF THE INFLUENCE OF BRAND IMAGE, BRAND LOVE, AND BRAND TRUST ON WILLINGNESS TO PAY PREMIUM PRICE HOKA SHOES

Mustika Lintang Nurlita, Heny Sidanti, Hendra Setiawan

Abstract


This study aims to analyze the effect of Brand Image, Brand Love, and Brand Trust on Willingness to Pay Premium Price for Hoka shoes in Madiun City. This research employed a quantitative approach using a purposive sampling technique. Data were collected through questionnaires distributed via Google Forms from 385 respondents who met the predetermined criteria. The data were analyzed using multiple linear regression with the assistance of SPSS version 25. The results indicate that Brand Image has a positive and significant effect on Willingness to Pay Premium Price, with a standardized coefficient of 0.425 and a significance value of 0.000. Brand Love also has a positive and significant effect, with a standardized coefficient of 0.412 and a significance value of 0.000. Brand Trust has a positive and significant effect, with a standardized coefficient of 0.347 and a significance value of 0.000. The coefficient of determination shows an R Square value of 0.793, indicating that Brand Image, Brand Love, and Brand Trust jointly explain 79.3% of the variation in Willingness to Pay Premium Price. These findings indicate that positive brand perceptions, emotional attachment, and consumer trust are important factors associated with consumers' willingness to pay a premium price for Hoka shoes.


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