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Andi Wijayanto
Jurusan Administrasi Bisnis, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Diponegoro
Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Immunology & microbiology Medicine & Pharmacology Public Health Social Sciences Other

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Journal : MODUS-Jurnal Ekonomi dan Bisnis

 1 
PENGARUH ATHLETE ENDORSEMENT, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU AZA DIMODERASI SPORT INVOLVEMENT HALAMAN SAMPUL Arief Dwi Wicaksono; Andi Wijayanto; Reni Shinta Dewi
Modus Vol. 35 No. 1 (2023): Vol. 35 No. 1 (2023): MODUS
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v35i1.6436

Abstract

The purpose of this study is to determine the effects of athlete endorsement, price perception, and product quality on local basketball shoe purchasing decisions, and the influence of sport involvement moderating athlete endorsement, price perception, and product quality on purchasing decisions of local AZA brand basketball shoes. This research is explanatory research using purposive sampling followed by snowball sampling. The total sample obtained was 100 respondents. Data analysis technique used was MRA. The results found are: 1) there is an influence of athlete endorsement on the purchasing decision of local basketball shoes; 2) there is an influence of price perception on the purchasing decision of local basketball shoes; 3) there is an effect of product quality on purchasing decisions for local basketball shoes, and; 4) there is an influence of sport involvement moderating athlete endorsement, price perception, and product quality on purchasing decisions for local basketball shoes brand AZA. Keywords: athlete endorsement; sport involvement; local shoes. Penelitian ini bertujuan untuk mengetahui pengaruh athlete endorsement, persepsi harga, dan kualitas produk terhadap keputusan pembelian sepatu basket lokal, serta pengaruh sport involvement memoderasi athlete endorsement, persepsi harga, dan kualitas produk terhadap keputusan pembelian sepatu basket lokal merek AZA. Penelitian ini termasuk dalam penelitian eksplanatori dengan teknik sampling penelitian ini adalah purposive sampling dilanjutkan dengan snowball sampling. Sampel didapatkan 100 responden. Teknik analisis data menggunakan MRA. Hasil yang ditemukan yaitu: 1) terdapat pengaruh athlete endorsement terhadap keputusan pembelian sepatu basket lokal; 2) terdapat pengaruh persepsi harga terhadap keputusan pembelian sepatu basket lokal; 3) terdapat pengaruh kualitas produk pada keputusan pembelian sepatu basket lokal, dan; 4) terdapat pengaruh sport involvement memoderasi athlete endorsement, persepsi harga, dan kualitas produk terhadap keputusan pembelian sepatu basket lokal merek AZA. Kata kunci: athlete endorsement; sport involvement; sepatu lokal.
Co-Authors Abimantrana, Muhammad Aditya Tjahya Prayudanto Agus Hermani Apriatni Endang Prihartini Apriatni Endang Prihatini Ari Pradhanawati Arief Dwi Wicaksono Astri Ayu Lutfiana Bal’afif, Farhad Bulan Prabawani Catarina Cori Pradnya Paramitha Diah Ayu Kristiani Faber Tri Perwira Fitri Maulana Fitriya Ayu Amastasiya Hari Susanta Nugraha Ilham Alamsyah Kartika Nurhayati Khoirunnisa', Arifatu Afifah Lia Afiani Muhammad Ajib Irwansyah Nani Triana Nawazirul Lubis Nikmatulloh, Arnanda Awal Nunuk Sri Muktiati Nur Hidayatul Inayah Nurullaili Nurullaili Olvie Okta Prasetyo Pangestu, Satrio Putro Putri, Maharani Dewi Reinhard Reinhard Reni Shinta Dewi Robetmi Jumpakita Pinem Sari Listyorini Saryadi Saryadi Soewarso Soewarso Sri Budhi Rianawati, Sri Budhi Sri Swasta Sutarno Sutarno