THE ANALYSIS OF PURCHASE DECISION OF NIKE’S SHOES PRODUCT

Abstract

Nowadays, sport activities such as running and fitness has been developing quickly in Indonesia, by the developing of such sports, the equipment to fulfill the needs of the sports must be developing either, on them was sport shoes that has been the speciality of Nike. As one of the biggest sport shoes producer in Indonesia, Nike must be ables to keep their existence as the best sport shoes producer even there are many rivalry between the sport shoes producers. This study aimed to analyze the most effective strategies to increase the purchasing decision towards Nike’s upcoming new products and to use the opportunity in Asian Games 2018 for their promotions. This research used a quantitative research method to evaluate the independent variables (Promotion, Brand Image, and Product Quality) towards dependent variable (Purchase Decision). Non-probability sampling with purposive sampling was used in this study. Questionnaires consisting of 29 statements with the Likert scale as a tool to measure the level of agreement was distributed to 90 respondents. Data analysis used in this research were validity, reliability, classical assumption and multiple regression. The result affirmed that Promotion, Brand Image have a partial significant influence on Purchase Decision, mean while Product Quality did not have any partial significant influence on Purchase Decision. Brand Image has the highest influence on brand awareness followed by Promotion and Product Quality. This study also showed that all independent variables (Promotion, Brand Image and Product Quality) have together significant influence towards brand awareness with 87.8% of adjusted R2.