FROM HYPE TO PURCHASE: THE ROLE OF TRENDS, QUALITY, AND SOCIAL MEDIA IN SHAPING CONSUMER INTENTION TOWARD ORTUSEIGHT RUNNING SHOES
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.
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Sholeha, A., & Vania, A. (2025). Influence perceived value and social media marketing towards repurchase intention with satisfaction as an intervening variable (at Playdate Fashion Store Kemang Jakarta). Jurnal Ekbis, 26(1).
Statista. (n.d.). Footwear market – data analysis and forecast. Statista. https://www.statista.com/study/55485/footwear-market-data-analysis-and-forecast/
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Wulandari, A. F., Andrian, A., & Sumantyo, F. D. S. (2023). Peran desain produk, kualitas produk dan citra merek terhadap minat beli sepatu Ventela pada generasi Z di Desa Tridaya Sakti. Jurnal Economina, 2(9), 2429–2438. https://doi.org/10.55681/economina.v2i9.825
Zulian, Y., & Fietroh, M. N. (2023). Peran affiliate marketing, harga dan kualitas produk terhadap minat beli sepatu Aerostreet di Shopee. Nusantara Journal of Economics, 5(2), 8–17.
Zulianti, R. K., & Dwiridotjahjono, J. (2024). Pengaruh brand awareness, brand image, dan brand trust terhadap brand loyalty pada pelanggan produk kosmetik Make Over di Kota Surabaya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(6). https://doi.org/10.47467/alkharaj.v6i6.1817
Afiqoh, I. K., Arpizal, A., & Sahara, S. (2024). Pengaruh social media marketing dan e-trust terhadap minat beli pada mahasiswa Pendidikan Ekonomi FKIP Universitas Jambi. Jurnal Ilmu Manajemen Terapan, 5(3). https://doi.org/10.38035/jimt.v5i3
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Antara News. (2024, April 17). Ortuseight kini semakin banyak sematkan teknologi dalam sepatu larinya. https://www.antaranews.com/berita/4350743/ortuseight-kini-semakin-banyak-sematkan-teknologi-dalam-sepatu-larinya
Antara News. (2024, March 4). Ortuseight Running hadirkan sepatu Shkhara dengan teknologi Vibram. https://www.antaranews.com/berita/4275747/ortuseight-running-hadirkan-sepatu-shkhara-dengan-teknologi-vibram
Ardhianti, D., & Kusuma, P. J. (2023). Pengaruh harga produk, kualitas produk, gaya hidup terhadap minat beli ulang (Body Scrub Scarlett di aplikasi Shopee). Jurnal Maneksi, 12(4), 950–962. https://doi.org/10.31959/jm.v12i4.2026
Arini, D. P., & Indriani, F. (2022). Pengaruh brand concept, brand awareness, brand association, dan persepsi kualitas terhadap brand equity serta dampaknya terhadap minat beli produk distro House of Smith Semarang. Diponegoro Journal of Management, 11(1). https://ejournal3.undip.ac.id/index.php/djom/index
Astari, M. F., Musa, C. I., Haeruddin, M. I. W., Musa, M. I., & Ruma, Z. (2024). Pengaruh brand awareness dan electronic word of mouth marketing terhadap repurchase intention melalui customer satisfaction sebagai variabel intervening pada fashion Erigo di aplikasi Shopee. Jurnal Riset Manajemen, 2(4), 208–227. https://doi.org/10.54066/jurma.v2i4.2700
Chelintia, A., Sari, M., Purbowati, D., & Fadlillah, F. F. (2022). Literature review keputusan pembelian melalui minat beli: Promosi iklan TV dan media sosial. Jurnal Manajemen dan Pemasaran Jasa, 3(1). https://doi.org/10.38035/jmpis.v3i1
FastMoss. (2024). Ortuseight Hyperglide 3.1 – TikTok Shop product performance data. Diakses pada 12 Agustus 2025, dari https://www.fastmoss.com/id/e-commerce/detail/1730852996684022924
Ghozali, I., & Latan, H. (2015). Partial least squares: Konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0. Semarang: Badan Penerbit Universitas Diponegoro.
Herdiansyah, H., & Yuliniar, Y. (2024). Pengaruh gaya hidup, e-WOM, dan kualitas produk terhadap minat beli sepatu sneaker New Balance. IKRAITH-EKONOMIKA, 7(1), 74–82.
Julianto, E. T. (2022). Pengaruh strategi pemasaran media sosial (Instagram) dan citra merek terhadap keputusan pembelian sepatu lokal Compass dengan minat beli sebagai mediasi. Jurnal Ekonomi, Bisnis dan Manajemen, 1(4), 16–29.
Kotler, P., Keller, K. L., Tan, C. T., Ang, S. H., & Leong, S. M. (2018). Marketing management: An Asian perspective. Pearson Education Limited.
Muid, A., & Souisa, J. (2023). Pengaruh harga, promosi dan kualitas produk terhadap minat beli konsumen sepatu Aerostreet. Ekono Insentif, 17(2), 107–122. https://doi.org/10.36787/jei.v17i2.1175
Nendrawati, F., & Tantra, T. (2024). Pengaruh kualitas produk, social media marketing, brand awareness terhadap keputusan pembelian pada Amanda Brownies. The Influence of Product Quality, Social Media Marketing, Brand Awareness On Purchasing Decisions At Amanda Brownies, 11(5). https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2023/
Pemerintah Kota Malang. (2025, Mei 12). Penuh energi, 2.111 pelari ramaikan Malang Fun Run 5K. https://malangkota.go.id/2025/05/12/penuh-energi-2-111-pelari-ramaikan-malang-fun-run-5k/
Pratama, R. E., Suryono, D., & Santosa, B. (2021). Meningkatkan minat pembelian ulang dengan melakukan promosi penjualan di Instagram melalui kepuasan konsumen (Studi pada pengguna produk Avoskin di kota Semarang). Diponegoro Journal of Management, 10(4), 1–6. http://ejournal-s1.undip.ac.id/index.php/dbr
Radar Malang. (2025). 1.500 pelari keliling Citraland Puncak Tidar Kota Malang. Radar Malang. https://radarmalang.jawapos.com/olahraga/815936392/1500-pelari-keliling-citraland-puncak-tidar-kota-malang
Saputra, R., & Putri, K. A. S. (2022). Peran harga, kualitas produk dan citra merek terhadap keputusan pembelian berulang pada produk susu Bear Brand di Kota Malang. Jurnal Ekonomi dan Bisnis, 9(2).
Shabrina, N. F. (2024). Tren olahraga lari sedang booming, penjualan sepatu meningkat 200 persen. JPNN Jabar. https://jabar.jpnn.com/jabar-terkini/19283/tren-olahraga-lari-sedang-booming-penjualan-sepatu-meningkat-200-persen
Sholeha, A., & Vania, A. (2025). Influence perceived value and social media marketing towards repurchase intention with satisfaction as an intervening variable (at Playdate Fashion Store Kemang Jakarta). Jurnal Ekbis, 26(1).
Statista. (n.d.). Footwear market – data analysis and forecast. Statista. https://www.statista.com/study/55485/footwear-market-data-analysis-and-forecast/
Strava. (2024). Strava year in sport: The trend report. https://press.strava.com/articles/strava-merilis-year-in-sport-laporan-tren
Tempo.co. (2024). 5 destinasi sport tourism unggulan Indonesia, masih di destinasi superprioritas. https://www.tempo.co/hiburan/5-destinasi-sport-tourism-unggulan-indonesia-masih-di-destinasi-superprioritas--90839?utm
Tjiptodjojo, I., Harianja, N. S., & Tjiptodjojo, I. (2024). Pengaruh citra merek, harga dan kualitas produk terhadap minat pembelian konsumen. JMBI UNSRAT.
Tuten, T. L., & Solomon, M. R. (2023). Social media marketing. Sage Publications.
We Are Social. (2024). Digital 2024 October Global Statshot Report. https://wearesocial.com/id/blog/2024/10/digital-2024-october-global-statshot-report/
Wulandari, A. F., Andrian, A., & Sumantyo, F. D. S. (2023). Peran desain produk, kualitas produk dan citra merek terhadap minat beli sepatu Ventela pada generasi Z di Desa Tridaya Sakti. Jurnal Economina, 2(9), 2429–2438. https://doi.org/10.55681/economina.v2i9.825
Zulian, Y., & Fietroh, M. N. (2023). Peran affiliate marketing, harga dan kualitas produk terhadap minat beli sepatu Aerostreet di Shopee. Nusantara Journal of Economics, 5(2), 8–17.
Zulianti, R. K., & Dwiridotjahjono, J. (2024). Pengaruh brand awareness, brand image, dan brand trust terhadap brand loyalty pada pelanggan produk kosmetik Make Over di Kota Surabaya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(6). https://doi.org/10.47467/alkharaj.v6i6.1817
Published
2025-10-15
How to Cite
BARKHOYA, Muhammad Alfin; PUTRI, Kartika Anggraeni Sudiono.
FROM HYPE TO PURCHASE: THE ROLE OF TRENDS, QUALITY, AND SOCIAL MEDIA IN SHAPING CONSUMER INTENTION TOWARD ORTUSEIGHT RUNNING SHOES.
Proceedings of the International Conference of Islamic Economics and Business (ICONIES), [S.l.], v. 11, n. 1, p. 1039-1048, oct. 2025.
ISSN 2541-3333.
Available at: <https://conferences.uin-malang.ac.id/index.php/iconies/article/view/3455>. Date accessed: 16 apr. 2026.
Section
Articles
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