ANALISIS ATRIBUT PRODUK TERHADAP PERILAKU PEMBELIAN KONSUMEN SEPATU MEREK NIKE
DOI:
https://doi.org/10.25170/jm.v13i1.808Kata Kunci:
Product Quality, Product Design, Product Fiture, Product Price, Product BrandAbstrak
Exercise is an activity that is much preferred by people who realize the importance of health for the human body. Routinely man sports for the sake of a healthy body crave. Many of them, in addition to doing regular exercise, also does one of the sporting activities with his group as a community or club, e.g. basketball club, badminton club and other clubs. Regular exercise should be carried out in order to face the competition with another group of the same type of field of sport. To sustain such sport activities, sports shoes are required.Consumers must be clever to choose a brand of shoes that meet with some requirements of their need. The purpose of this study is to determine whether there is an influence of the elements of product attributes on consumer purchase behavior of Nike sports shoes. The study was conducted by taking a sample of 100 users of Nike basketball shoes. Data were processed using SPSS program to perform the analysis of overall means score and multiple regression. The results show that the quality of products, product features, product design, product pricing, and product brands significantly influence the intensity of consumer purchases of Nike basketball shoes.
Referensi
Crawford, Merle dan Anthony Di Benedetto. (2011). New Products Management, Edisi 10, New York: Mcgraw Hill.
Duwi Priyatno. (2013). Analisis Korelasi, Regresi, dan Multivariate dengan SPSS, Edisi 1, Yogyakarta: Gava Media.
Ghozali, I. (2009). Aplikasi Analisis Multivariat dengan Program SPSS, Edisi 4, Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2011). Aplikasi Analisis Multivariat dengan Program SPSS (cetakan V) Semarang: Badan Penerbit Universitas Diponegoro.
Kotler, Philip dan Gary Armstrong. (2012). Principles of Marketing, Edisi 14, England: Pearson Education Limited.
NIKE. (2016). Nike, Inc.. Retrieved February 1 , 2016, rihttp://nikeinc.com/pages/history-heritage. Lamb, Charles W. et al. (2009), MKTG, Edisi 1. Australia: Cengage Learning Australia Pty Limited.
Peter, J. Paul dan Jerry C. Olson. (2010). Consumer Behavior & Marketing Strategy, Edisi 9. New York: Mcgraw Hill.
Purwati., Rohmawati., & Setiawan, H. (2012). Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Motor Honda Matic Beat (StudiKasusPada PT Nusantara Solar Sakti), Jurnal Ekonomi dan Informasi Akuntansi (JENIUS), Vol.2, (3).
Schiffman, Leon G. dan Leslie Lazar Kanuk .(2010). Consumer Behaviour, Edisi 10. New Jersey: Pearson Education Limited.
Setianingsih, Rita Eka dan Tumpal J.R. Sitinjak. (2012). Pengaruh Elemen-Elemen Atribut Produk terhadap Perilaku Pembelian Konsumen Sepeda Motor Suzuki. Jurnal Ekonomi Perusahaan, Vol.19, (1).
Sugiyono. (2012). Metode Penelitian Kualitatif Kuantitatif dan R&D. Bandung: Alfabeta.
Uyanto, S.S. (2009). Pedoman Analisis Data dengan SPSS. (Edisi ke-3).Yogyakarta: Graha Ilmu.
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Authors who publish with this journal agree to the following terms:
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See the Effect of Open Access).
