Brand Matters, But So Does Style: Analysis of Fashion-Oriented Sports Footwear Purchase Decisions Among Consumers

Abstract

This study aims to examine the influence of brand image, price, and product design on consumer purchase decisions for fashion-oriented sports footwear. Specifically, it investigates how each factor contributes to shaping consumer behavior and purchasing decisions. The research adopts a quantitative approach using purposive sampling techniques. The population consists of Nike Air Jordan users in Banjarmasin, with a total sample of 120 respondents. Data were analyzed using multiple linear regression analysis. The findings reveal that brand image, price, and product design have positive and significant effects on purchase decisions. Strong correlations among these variables indicate that both tangible and intangible aspects play important roles in influencing consumer behavior. The study contributes theoretically by integrating brand image, price, and product design into a unified framework for explaining purchase decisions, offering a more comprehensive understanding of consumer behavior in fashion-oriented consumption. Practically, the findings provide insights for marketers and companies in developing effective strategies to enhance consumer purchasing interest. However, this study is limited by its cross-sectional design, specific demographic scope, and reliance on self-reported data, which may affect the generalizability and accuracy of the findings.