From hype to purchase: The role of trends, quality, and social media in shaping consumer intention toward ortuseight running shoes

Barkhoya, Muhammad Alfin and Putri, Kartika Anggraeni Sudiono ORCID: https://orcid.org/0000-0002-5533-1769 (2025) From hype to purchase: The role of trends, quality, and social media in shaping consumer intention toward ortuseight running shoes. Presented at International Conference of Islamic Economics and Business 11th 2025, 16 Oktober 2025, Malang.

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Abstract

This study aims to examine the influence of trend, product quality, social media marketing, and brand awareness on purchase interest of Ortuseight running shoes among running communities in Malang City. This research employed a quantitative approach with a causal research design. A total of 130 respondents were selected using purposive sampling, consisting of active members of running communities who had purchased Ortuseight shoes. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) through SmartPLS 3.0 software. The findings reveal that all four variables trend, product
quality, social media marketing, and brand awareness have a significant effect on purchase interest. Among them, brand awareness has the most dominant effect, while social media marketing, although significant, has the smallest impact. These findings highlight the importance of strengthening brand identity and credibility of digital communication to increase consumer purchase interest.

Item Type:	Conference (Paper)
Keywords:	Trend, Product Quality, Social Media Marketing, Brand Awareness, Purchase Interest
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150599 Marketing not elsewhere classified 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Kartika Anggraeni Sudiono Putri
Date Deposited:	16 Jul 2026 15:02

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