ANALISIS PENGARUH PRODUK, PERSEPSI HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU OLAHRAGA MEREK NIKE DI KOTA SEMARANG

Abstract

This research based on increasing of individual awareness to do sport acitivities. This makes sport shoes manufacturers compete to create safe and comfortable sport shoes. Nike as one of the largest sports shoes company in the world well awares of the increasingly complex consumer desires. However, with all the advantages that Nike has, it still put them in the second place in MARS research regarding the sale of sports shoes in five major cities in Indonesia namely Jakarta, Bandung, Surabaya, Semarang, and Medan in 2011. According to sales data, the positioned among other cities. This matter will be further investigated whether there are relations between product, price perception, and brand image towards purchase decision Nike sports shoes brand in Semarang. Based on this background research "Analysis on the Effect of Product, Price Perception, and Brand Image on Buying Decision of Nike brand sports shoes in Semarang" conducted to determine whether there was a significant effect of the variable of product, price perception, and brand image on purchase decisions. Regarding of literature study review and development hipotheses, data was collected by questionnarire method toward 100 persons of Nike sport shoes users in Semarang, which was obtained by using Accidental sampling technique. Data was analyzed by using quantitative and qualitative anlysis. Then performed an analysis of data obtained by quantitative and qualitative data. A quantitative analysis consists of validity and reliability tests, the classic assumtion test , multiple regression analysis, hypothesis testing via t test an F test, and analysis of coefficient of determination (R2). Qualitative analysis is an interpretation of the data collected in this study, and results of data processing that has been implemented with a description and explanation. Based on the analysis, it can be concluded that Analysis on the variable of Product, Price Perception, and Brand Image gives a positive and significant influence on consumer decision. The result of the research can be used as information for Nike Company and the next research