Dicky, Zakaria Usman (2026) PENGARUH PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA SEPATU LARI NIKE DI KALANGAN GEN Z DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The increasing trend of running in Indonesia has not been accompanied by an increase in Nike running shoe sales. This condition indicates that consumers' purchase decisions are influenced not only by their need for the product but also by their price perception and brand image. Therefore, this study aims to analyze the influence of price perception and brand image on the purchase decisions of Nike running shoes among Generation Z in Surabaya. This study employed a quantitative approach using a survey method. The population consisted of Generation Z in Surabaya who had purchased or used Nike running shoes. The sampling technique used was purposive sampling, with a total of 127 respondents. Data were collected through a questionnaire using a Likert scale and analyzed using the Partial Least Squares (PLS) method with the assistance of SmartPLS software. The results showed that price perception had a positive and significant effect on purchase decisions, with a T-statistic value of 2.931 and a p-value of 0.003. Brand image also had a positive and significant effect on purchase decisions, with a T-statistic value of 2.077 and a p-value of 0.038. These findings indicate that the more positive consumers' perceptions of price and the better Nike's brand image, the higher the likelihood that Generation Z consumers in Surabaya will decide to purchase Nike running shoes. Keywords: price perception, brand image, purchase decision.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Dicky Dicky Zakaria Usman Dicky | ||||||||
| Date Deposited: | 15 Jul 2026 03:16 | ||||||||
| Last Modified: | 23 Jul 2026 02:03 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55521 |
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