The Determinants Of Purchase Decision Of Nike Apparel & Footwear

Efriani, Febiola (2023) The Determinants Of Purchase Decision Of Nike Apparel & Footwear. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

“THE DETERMINANTS OF PURCHASE DECISION OF NIKE APPAREL AND FOOTWEAR” (xiii + 138 pages: 15 figures; 48 tables; 3 appendices) The sportswear industry in Indonesia is currently on the rise where many local and international brands are making more and more sports equipment products in line with the increasing demand by the customers. Nike is the most well-known footwear and sportswear company in Indonesia. But among Indonesian consumers, Nike ranked second. This study aims to examine the influence of CSR, social media marketing, store environment, sales promotion, and perceived value on consumer purchase decisions of Nike Indonesia, specifically among Millennials and Gen Z. Purchase decision is the intention of a person to make a decision whether to buy a product or service. CSR is the tendency of an ethical company to carry out its social obligations regardless of government regulations. Social media is the intermediaries used by a company in marketing the products and services it sells. Store environment includes the atmosphere, colors, decorations, cleanliness, music, scent, layout and vibes given by the waiters to their customers. Sales promotions is additional benefits given from companies to consumers which are expected to increase consumer interest in purchasing products. Perceived value is an evaluation carried out by consumers regarding the products and services they buy whether they are in accordance with their needs, expectations and the value of money spent. This is a quantitative study, with PLS-SEM as data analysis method using SmartPLS 3. This study uses non-probability sampling method, namely judgement sampling. This study collected data from Millennials and Gen Z who are Nike footwear and apparel consumer in Indonesia, and have ever been to Nike official offline store. This study tested the data from 236 respondents. As the result, there is a positive influence between CSR, social media marketing, store environment, sales promotion, and perceived value on consumer purchase decisions of Nike Indonesia.

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