Performa konsumen dan merek: Peran motif berorientasi, hubungan komunitas, dan identifikasi komunitas dalam Nike = Consumers' and brand performance: The role of oriented motives, community relationships, and community identification in Nike

Wijaya, Angelica (2021) Performa konsumen dan merek: Peran motif berorientasi, hubungan komunitas, dan identifikasi komunitas dalam Nike = Consumers' and brand performance: The role of oriented motives, community relationships, and community identification in Nike. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nike mengalami masalah penurunan penjualan meskipun Nike memproduksi produk berkualitas baik. Hal tesebut menujukkan bahwa Nike belum tentu mampu memimpin pasar meskipun dikenal dengan kualitas dan bahan sepatu yang tidak diragukan lagi. Penurunan penjualan Nike dapat disebabkan oleh kurangnya promosi yang dilakukan dalam bentuk iklan, sehingga konsumen kurang dapat mengidentifikasi produk Nike dan menyebabkan tingkat loyalitas konsumen terhadap Nike berkurang. Penelitian ini bertujuan untuk mengetahui pengaruh motif berorientasi, hubungan komunitas, dan identifikasi komunitas terhadap performa merek dan performa konsumen. Penelitian ini menggunakan metode kuantitatif dan teknik pengumpulan data dengan menyebar kuesioner elektronik dengan menggunakan metode sampling non probabilitas yaitu, sampling bertujuan. Sampel yang diambil untuk penelitian ini adalah 215 responden. Data tersebut diperoleh dan dianalisis menggunakan PLS- Structural Equation Modeling dengan alat analisis PLS. Dalam penelitian ini terdapat dua belas hipotesis dan sembilan hipotesis didukung. Penelitian ini memberikan implikasi teoritis, manajerial implikasi, dan rekomendasi untuk penelitian lebih lanjut / Nike is having problems with declining sales even though Nike produces good quality products. This shows that Nike is not necessarily able to lead the market even though, it is known for its undoubted quality and shoe materials. The decline in Nike sales can be caused by the lack of promotions carried out in the form of advertisements, so that consumers are less able to identify Nike products and cause the level of consumer loyalty to Nike to decrease. This study aims to determine the impact of oriented motives, community relationships, and community identification towards brand performance and consumers’ performance. This study uses quantitative methods and data collection techniques by distributing electronic questionnaires using a non-probability sampling method, namely, purposive sampling. The samples taken for this study were 215 respondents. The data were obtained and analyzed using PLS- Structural Equation Modeling with PLS analysis tools. In this study there were twelve hypotheses and nine hypotheses were supported. This study provides theoretical implications, managerial implications, and recommendations for further research.

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