The Influence Of Brand Image, Price And Lifestyle On The Decision To Purchase The Nike Brand Basketball Shoes To Students At The USU Cikal Basketball Court
The Influence of Brand Image, Price, and Lifestyle on the Decision to Purchase Nike Brand Basketball Shoes to Students at the USU Cikal Basketball Court
Introduction
In today's competitive market, understanding the factors that influence consumer purchasing decisions is crucial for businesses to stay ahead of the game. The sports industry, in particular, has seen a significant rise in demand for quality sports equipment, including basketball shoes. Nike, one of the leading brands in the industry, has been a favorite among basketball enthusiasts for its high-quality products and iconic brand image. However, with the increasing awareness of the importance of sports and healthy lifestyles among students, the need for affordable and quality sports shoes has become even higher. This study aims to analyze how brand image, price, and lifestyle influence students' decisions in buying Nike brand basketball shoes at the Cikal Basketball Field in North Sumatra (USU).
Background
The importance of sports and healthy lifestyles has been increasingly emphasized among students in recent years. However, the challenge of price is a significant barrier for students to access quality sports shoes, such as the Nike brand. This research was conducted with the aim of explaining how much influence the brand image, price, and lifestyle have on the decision to purchase Nike Basketball Shoes. The study focuses on students who are active in basketball and often play on the USU Cikal Basketball Court.
Research Methodology
The population studied in this research was active students who used Nike brand basketball shoes and often played on the USU Cikal Basketball Court. The sample used in this study consisted of 81 respondents, taken through an incidental sampling technique. Primary data collection was carried out using a questionnaire measured on a Likert scale, while secondary data was obtained from various literature and books related to this research.
Research Result
The results of the analysis show that brand image, price, and lifestyle have a positive and significant influence on the decision to purchase Nike brand basketball shoes. Through the testing of the coefficient of determination (R²), the value of R = 0.614, which shows a close relationship between the three variables, with a contribution of 61.4%. This indicates that more than half of the purchasing decision can be explained by the influence of the brand image, price, and lifestyle.
Furthermore, the results of partial significance tests show that each variable, namely brand image, price, and lifestyle, has a positive and significant influence on purchasing decisions. A strong brand image creates positive perceptions in the minds of consumers, while affordable prices and supporting lifestyles will further strengthen the decision to buy.
The Role of Brand Image
The effect of brand image is very crucial in the purchasing decision. As a well-established brand, Nike succeeded in creating a strong image among consumers. When students see that Nike basketball shoes are used by their professional athletes or idols, the encouragement to have these shoes increases. This creates a psychological effect that can encourage them to invest more deeply in the products that they think will provide more value, both in terms of quality and social status.
The Impact of Price
Prices are other determinants that cannot be ignored. Students who generally have limited funds often must consider costs before making a purchase decision. Therefore, a brand with a more flexible pricing strategy or discount offer can attract more attention from this segment.
The Influence of Lifestyle
Lifestyle also affects purchasing decisions. Students who actively exercise and participate in activities involving sports will tend to choose products that reflect their lifestyle. Nike basketball shoes are not only seen as sports products, but also as part of their identity.
Conclusion
With all these factors, it can be concluded that brand image, price, and lifestyle have a very significant role in influencing the decision to purchase Nike brand basketball shoes among students. This study provides insight for marketers to understand the importance of managing brand image and considering the purchasing power and lifestyle of its consumers to increase the sale of their products.
Recommendations
Based on the findings of this study, the following recommendations are made:
- Nike should continue to invest in creating a strong brand image among consumers, particularly among students.
- Nike should consider offering more flexible pricing strategies or discount offers to attract more attention from students with limited funds.
- Nike should focus on creating products that reflect the lifestyle of its target market, including students who actively exercise and participate in sports activities.
Limitations
This study has several limitations that should be noted. Firstly, the study was conducted on a specific population, namely active students who used Nike brand basketball shoes and often played on the USU Cikal Basketball Court. Secondly, the study used a questionnaire measured on a Likert scale, which may not capture the full range of opinions and attitudes among students. Finally, the study was conducted in a specific context, namely the Cikal Basketball Field in North Sumatra (USU), which may not be generalizable to other contexts.
Future Research Directions
This study provides a foundation for future research on the factors that influence consumer purchasing decisions in the sports industry. Future studies could explore the following research directions:
- Investigating the role of social media in influencing consumer purchasing decisions in the sports industry.
- Examining the impact of product features and quality on consumer purchasing decisions in the sports industry.
- Analyzing the effect of demographic factors, such as age and income, on consumer purchasing decisions in the sports industry.
By understanding the factors that influence consumer purchasing decisions, businesses in the sports industry can develop effective marketing strategies to increase sales and stay ahead of the competition.
Q&A: The Influence of Brand Image, Price, and Lifestyle on the Decision to Purchase Nike Brand Basketball Shoes
Q: What is the main objective of this study?
A: The main objective of this study is to analyze how brand image, price, and lifestyle influence students' decisions in buying Nike brand basketball shoes at the Cikal Basketball Field in North Sumatra (USU).
Q: What is the significance of this study?
A: This study is significant because it provides insight into the factors that influence consumer purchasing decisions in the sports industry. Understanding these factors can help businesses in the sports industry develop effective marketing strategies to increase sales and stay ahead of the competition.
Q: What is the population studied in this research?
A: The population studied in this research is active students who used Nike brand basketball shoes and often played on the USU Cikal Basketball Court.
Q: What is the sample size used in this study?
A: The sample size used in this study is 81 respondents, taken through an incidental sampling technique.
Q: What is the research methodology used in this study?
A: The research methodology used in this study is a combination of primary and secondary data collection methods. Primary data collection was carried out using a questionnaire measured on a Likert scale, while secondary data was obtained from various literature and books related to this research.
Q: What are the results of the analysis?
A: The results of the analysis show that brand image, price, and lifestyle have a positive and significant influence on the decision to purchase Nike brand basketball shoes. Through the testing of the coefficient of determination (R²), the value of R = 0.614, which shows a close relationship between the three variables, with a contribution of 61.4%.
Q: What is the role of brand image in the purchasing decision?
A: The effect of brand image is very crucial in the purchasing decision. As a well-established brand, Nike succeeded in creating a strong image among consumers. When students see that Nike basketball shoes are used by their professional athletes or idols, the encouragement to have these shoes increases.
Q: What is the impact of price on the purchasing decision?
A: Prices are other determinants that cannot be ignored. Students who generally have limited funds often must consider costs before making a purchase decision. Therefore, a brand with a more flexible pricing strategy or discount offer can attract more attention from this segment.
Q: What is the influence of lifestyle on the purchasing decision?
A: Lifestyle also affects purchasing decisions. Students who actively exercise and participate in activities involving sports will tend to choose products that reflect their lifestyle. Nike basketball shoes are not only seen as sports products, but also as part of their identity.
Q: What are the recommendations based on the findings of this study?
A: Based on the findings of this study, the following recommendations are made:
- Nike should continue to invest in creating a strong brand image among consumers, particularly among students.
- Nike should consider offering more flexible pricing strategies or discount offers to attract more attention from students with limited funds.
- Nike should focus on creating products that reflect the lifestyle of its target market, including students who actively exercise and participate in sports activities.
Q: What are the limitations of this study?
A: This study has several limitations that should be noted. Firstly, the study was conducted on a specific population, namely active students who used Nike brand basketball shoes and often played on the USU Cikal Basketball Court. Secondly, the study used a questionnaire measured on a Likert scale, which may not capture the full range of opinions and attitudes among students. Finally, the study was conducted in a specific context, namely the Cikal Basketball Field in North Sumatra (USU), which may not be generalizable to other contexts.
Q: What are the future research directions based on this study?
A: This study provides a foundation for future research on the factors that influence consumer purchasing decisions in the sports industry. Future studies could explore the following research directions:
- Investigating the role of social media in influencing consumer purchasing decisions in the sports industry.
- Examining the impact of product features and quality on consumer purchasing decisions in the sports industry.
- Analyzing the effect of demographic factors, such as age and income, on consumer purchasing decisions in the sports industry.