Article Sidebar

Submitted
19 July 2025
Accepted
30 December 2025
Published
30 December 2025
Download
PDF (Bahasa Indonesia)
Statistic
Read Counter : 2 Download : 1

Downloads

Download data is not yet available.

Main Article Content

Abstract

This study aims to analyze the influence of brand image, price, and product design on purchasing decisions of Nike Air Jordan shoes among university students in Banjarmasin City. A quantitative approach with a survey method was employed, involving 100 students who were users or potential buyers of Nike Air Jordan products. Data were analyzed using multiple linear regression to examine the effect of independent variables on purchasing decisions. The results indicate that brand image, price, and product design simultaneously have a significant effect on purchasing decisions. However, partially, only brand image shows a positive and significant influence, while price and product design do not have a significant individual effect. These findings suggest that brand image is the dominant factor influencing students’ purchasing decisions, although the combined effect of all variables remains important.


Keywords: brand image, price, product design, purchasing decision

Article Details

License

Copyright (c) 2025 KINDAI

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

References

  1. Achmadi, M. R., Supardi, S., Sriyono, S., & Setiyono, W. P. (2022). Analisis Kualitas, Desain, Dan Harga Terhadap Keputusan Pembelian Sepatu Olahraga Produk NIKE Melalui Gaya Hidup Sebagai Variabel Intervening Di Kabupaten Sidoarjo. Acman: Accounting and Management Journal, 2, 147–157. https://doi.org/https://doi.org/10.55208/aj.v2i2.39
  2. Adonis, M. R., & Silintowe, Y. B. R. (2021). Desain Produk, kualitas produk, citra merek dan harga produk generasi yang keputusan pembelian. Generation Y Purchase Decisions. CAPITAL Journal, 4(1), 118–138.
  3. Angipora. (2012). Dasar-Dasar Pemasaran. PT. Raja Grafindo Persada.
  4. Dhana, M. P. C., & Ahmad, A. (2023). Pengaruh pemasaran media sosial pada langganan bermaksud: (Studi pada aksesibilitas Instagram @ spotiftiran). Digital, 2(4), 109–121.
  5. Fandy, T. (2011). Service Management Mewujudkan Layanan Prima (2nd ed.).
  6. Farisi, S. (2018). Pengaruh citra merek dan kualitas produk pada keputusan untuk me mbeli sepatu Adidas di antara mahasiswa Universitas Rumania, Tepian. Proceedings of the National Conference on Management and Business, 689–705.
  7. Kotler,P., & Keller, K. L. (2016). Marketing Management (15th ed).
  8. Kotler & Keller. (2012). Manajemen Pemasaran (12th ed.). Erlangga.
  9. Krisnando. (2024). Pengaruh Lifestyle Hedonis, Brand Awareness, dan Price Perception Terhadap Intention Purchase Pada Sepatu Nike (Studi Kasus Di Kota Semarang).
  10. Machfoedz, Champagne. (2010). $ v18. Cakra Ilmu. mainbasket.com. (n.d.). nike air jordan | Berita nike air jordan Terbaru - mainbasket.com. In Mainbasket.com.
  11. Philip, K., & Gary., A. (2013). Prinsip-prinsip Pemasaran. Erlangga.
  12. Ruswanti, E., Herlambang, B., & Januarko, M. U. (2016). The effect of brand, design, and price on intention to purchase mediated by quality perception at sport shoes X. Journal of Economics, Business & Accountancy Ventura, 19(2), 249–258.
  13. Saidani, B. (2012). Pengaruh Kualitas Produk dan Kualitas Layanan Terhadap Kepuasan Konsumen dan Minat Beli Pada Ranch Market. Jurnal Riset Manajemen Sains Indonesia (JRMSI), 3(1).
  14. Schiffman, & K. (2014). Perilaku Konsumen (2nd ed.). PT. Indeks Gramedia.
  15. Sopiah & Sangadji, E. M. (2016). Salesmanship (Kepenjualan). PT Bumi Aksara Schiffman dan Kanuk.
  16. Zhang, Z., Peng, Q., & Gu, P. (2015). Peningkatan keterlibatan pengguna dalam desain produk. Procedia CIRP, 36, 267–272.