影响耐克鞋购买决策的因素（对 Bandar lampung 大学 feb 学生的个案研究）

International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Pub Date : 2024-04-14 DOI:10.61990/ijamesc.v2i2.205

Refael Gustiawan, H. G. Soedarsa

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引用次数: 0

摘要

目前，鞋类市场的竞争日趋激烈。每个品牌都生产高质量的运动鞋。耐克 "鞋品牌非常受欢迎。本研究的目的是显示动机和感知变量对耐克鞋购买的影响。本研究采用定量和描述性分析方法。研究选取了楠榜大学经济与商业学院的 100 名学生作为研究样本。采用问卷调查的数据收集技术，使用多元线性回归对收集到的数据进行检验。研究结果表明，购买耐克鞋的决定受到动机变量的显著影响。此外，耐克鞋的购买决策还受到感知变量的明显影响。总体而言，可以得出结论，购买耐克鞋的决定受到动机和感知这两个变量的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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FACTORS INFLUENCING PURCHASING DECISIONS ON NIKE SHOES (CASE STUDY OF FEB STUDENTS OF BANDAR LAMPUNG UNIVERSITY)

The shoe market is currently experiencing increased competition. Each brand creates high-quality sneakers. The shoe brand "NIKE" is very popular. The purpose of this study showed the impact of motivational and perceptual variables on Nike shoe purchases. The analysis in this study is quantitative and descriptive. 100 students of the Faculty of Economics and Business, Bandar Lampung University were selected as research samples. Data collection techniques using questionnaires use multiple linear regression to test the data collected. The results of the study concluded that the decision to buy Nike shoes was significantly influenced by motivational variables. In addition, Nike shoe purchase decisions are significantly influenced by perceptual variables. And overall, it can be concluded that the decision to buy Nike shoes is influenced by both variables, namely motivation and perception.

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International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC)

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