This study aims to determine consumer behavior in buy sports shoes. This type of research is
explanatory research that aims to examine the causal relationship between two phenomena or between
variables. In this study, there are three variables independent, namely bandwagon consumption,
conspicuous value, and social value, as well as three dependent variable, purchase intention,
willingness to pay more, and brand attractiveness. This research uses a sample of 162 respondents
with criteria above 15 years and a maximum of 45 years, and make purchases of shoes at various
stores, both online stores and official stores through dissemination online questionnaire. Furthermore,
the questionnaire also asks about the respondent’s job and also their income or pocket money. Data
analysis using the smart PLS application. The results shows that bandwagon consumption has a
positive effect toward purchase intention, willingness to pay more, and brand attractiveness. Result
from the research also shows that conspicuous value has a positive effect towards purchase intention
and brand attractiveness, even though it has no effect toward willingness to pay more. For social
value, the results show no effects toward purchase intention and brand attractiveness, although it
shows positive result toward willingness to pay more.