Analisis Determinan Keputusan Pembelian Sepatu Lari Nike pada Generasi Z di Kota Surabaya
DOI:
https://doi.org/10.58192/ebismen.v5i4.5041Keywords:
Brand Image, Generation Z, Price Perception, Purchase Decision, SurabayaAbstract
The increasing popularity of running as a lifestyle trend in Indonesia has not necessarily been followed by an increase in purchasing decisions for Nike running shoes. Amid the growth of running communities and the high interest of Gen Z in running activities, Nike has experienced a decline in sales performance and brand index, indicating changes in consumer purchasing behavior. This study aims to investigate how significantly price perception and brand image affect the buying behavior toward Nike running shoes within the Gen Z demographic in Surabaya. This study utilized a quantitative research design with purposive sampling as the respondent selection method. Data collection was conducted via questionnaires administered to Gen Z participants who had experience purchasing or wearing Nike running shoes in Surabaya. The data were analyzed through a Structural Equation Modeling (SEM) approach, specifically employing the Partial Least Squares (PLS) method, with sSmartPLS as the analytical tool. The results of this study that price perception positively and significantly influences purchasing decisions, meaning that the more favorably consumers evaluate the price relative to the perceived value received, the greater their likelihood of making a purchase. Furthermore, brand image also exerts impact on consumets’ decisions to purchase, demonstrating that the distinctiveness, strength, and overall reputation of the Nike brand reinforce consumers’ confidence in purchasing the product. Therefore, price perception and brand image are important factors that shape the purchasing decisions of Nike running shoes buyers among Gen Z consumers in Surabaya.
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