The Influence Of Nike's Brand Image On Runner Buying Interest In Medan City (Case Study In The Run MDN Community)

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The Influence of Nike's Brand Image on Runner Buying Interest in Medan City (Case Study in the Run MDN Community)

Introduction

In the world of sports, a brand's image plays a crucial role in determining purchasing decisions. The study "The Effect of Brand Image Nike on Runner's Purchase Interest in Medan City (Case Study in the Run MDN Community)" focuses on the runner community in Medan, known as Run MDN. This study aims to explore the extent to which Nike products, especially sports shoes, are favored by members of this community and how Nike's brand image affects their buying interest.

Background of the Study

The sports industry is highly competitive, with numerous brands vying for consumers' attention. In this context, a brand's image is a vital factor in determining its success. A strong brand image can attract consumers and encourage them to choose certain products. Nike, one of the world's leading sports brands, has built a reputation for producing high-quality products that meet the needs of consumers.

Research Methodology

This study employed a quantitative approach, using simple linear regression analysis, crosstab, and T-test to analyze the data. The sample consisted of 77 MDN Run members who provided valuable insights related to their experience using Nike products. The results of this study aimed to explore the relationship between Nike's brand image and runner buying interest in Medan City.

Results

The results of this study showed that runners from the MDN Run community really like Nike sports shoes products. They consider the price offered according to the quality of the products they get. The advantages of Nike not only lie in the quality of the product, but also in an updated innovation. Runners feel that Nike always follows the times and provides interesting innovations that suit their needs.

From a runner's perspective, the Nike brand has a high memory and offers a variety of sizes and models. This shows that Nike really understands the market's desires and tries to meet the needs of consumers with the various variants offered. The results also revealed that the brand image has a significant influence on runner buying interest from the MDN Run community. Brand image contribution rate in increasing purchasing interest reaches 44%.

Discussion

The results of this study have several implications for companies, especially in competitive industries such as sports. Nike's success in building a strong and positive brand image is a testament to the importance of understanding the needs and desires of consumers. By offering high-quality products and innovative designs, Nike has been able to attract and retain consumers.

The study also highlights the importance of brand image in determining purchasing decisions. A positive and strong brand image can attract the attention of consumers and encourage them to choose certain products. This is evident in the case of Nike, which has been able to build a loyal customer base through its strong brand image.

Conclusion

In conclusion, this study has shown that Nike's brand image has a significant influence on runner buying interest in Medan City. The results of this study have several implications for companies, especially in competitive industries such as sports. By understanding the needs and desires of consumers and building a strong brand image, companies can increase their chances of success.

Recommendations

Based on the results of this study, several recommendations can be made for companies in the sports industry. Firstly, companies should focus on building a strong brand image that resonates with their target audience. This can be achieved through the use of innovative marketing strategies and the creation of high-quality products that meet the needs of consumers.

Secondly, companies should prioritize the needs and desires of their consumers. By understanding what consumers want and need, companies can create products and services that meet those needs and increase their chances of success.

Limitations of the Study

This study has several limitations that should be noted. Firstly, the sample size was relatively small, consisting of 77 MDN Run members. While this sample size was sufficient for the purposes of this study, it may not be representative of the larger population of runners in Medan City.

Secondly, the study only focused on the MDN Run community, which may not be representative of other runner communities in Medan City. Future studies should aim to explore the relationship between Nike's brand image and runner buying interest in other communities.

Future Research Directions

Future research should aim to explore the relationship between Nike's brand image and runner buying interest in other communities. This can be achieved through the use of larger sample sizes and the collection of data from multiple sources.

Additionally, future research should aim to explore the impact of social media on Nike's brand image and runner buying interest. With the increasing use of social media, companies are now able to reach a wider audience and build a stronger brand image.

References

Appendices

  • Appendix A: Questionnaire
  • Appendix B: Data Analysis
  • Appendix C: Results of the Study
    Q&A: The Influence of Nike's Brand Image on Runner Buying Interest in Medan City (Case Study in the Run MDN Community)

Introduction

In our previous article, we explored the influence of Nike's brand image on runner buying interest in Medan City through a case study in the Run MDN community. In this article, we will answer some of the most frequently asked questions related to this study.

Q: What is the significance of this study?

A: This study is significant because it explores the relationship between Nike's brand image and runner buying interest in Medan City. The results of this study can provide valuable insights for companies in the sports industry, especially in competitive markets like Medan City.

Q: What is the methodology used in this study?

A: This study employed a quantitative approach, using simple linear regression analysis, crosstab, and T-test to analyze the data. The sample consisted of 77 MDN Run members who provided valuable insights related to their experience using Nike products.

Q: What are the key findings of this study?

A: The key findings of this study are:

  • Runners from the MDN Run community really like Nike sports shoes products.
  • They consider the price offered according to the quality of the products they get.
  • The brand image has a significant influence on runner buying interest from the MDN Run community, with a contribution rate of 44%.

Q: What are the implications of this study for companies in the sports industry?

A: The implications of this study for companies in the sports industry are:

  • Building a strong brand image is crucial for attracting and retaining consumers.
  • Companies should prioritize the needs and desires of their consumers to create products and services that meet those needs.
  • Companies should focus on innovative marketing strategies to build a strong brand image.

Q: What are the limitations of this study?

A: The limitations of this study are:

  • The sample size was relatively small, consisting of 77 MDN Run members.
  • The study only focused on the MDN Run community, which may not be representative of other runner communities in Medan City.

Q: What are the future research directions for this study?

A: The future research directions for this study are:

  • Exploring the relationship between Nike's brand image and runner buying interest in other communities.
  • Investigating the impact of social media on Nike's brand image and runner buying interest.

Q: What are the recommendations for companies in the sports industry based on this study?

A: The recommendations for companies in the sports industry based on this study are:

  • Focus on building a strong brand image that resonates with their target audience.
  • Prioritize the needs and desires of their consumers to create products and services that meet those needs.
  • Use innovative marketing strategies to build a strong brand image.

Q: What are the potential applications of this study?

A: The potential applications of this study are:

  • Companies in the sports industry can use the findings of this study to inform their marketing strategies and product development.
  • Researchers can use the methodology of this study to explore the relationship between brand image and consumer behavior in other industries.

Q: What are the potential limitations of this study?

A: The potential limitations of this study are:

  • The study only focused on Nike's brand image and runner buying interest, which may not be representative of other brands or industries.
  • The study only explored the relationship between brand image and consumer behavior, which may not be representative of other factors that influence consumer behavior.

Q: What are the potential future research directions for this study?

A: The potential future research directions for this study are:

  • Exploring the relationship between Nike's brand image and runner buying interest in other communities.
  • Investigating the impact of social media on Nike's brand image and runner buying interest.
  • Exploring the relationship between brand image and consumer behavior in other industries.

Q: What are the potential applications of this study in the real world?

A: The potential applications of this study in the real world are:

  • Companies in the sports industry can use the findings of this study to inform their marketing strategies and product development.
  • Researchers can use the methodology of this study to explore the relationship between brand image and consumer behavior in other industries.
  • Policymakers can use the findings of this study to inform their decisions related to the sports industry.