PERAN INOVASI PRODUK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN SEPATU NIKE PADA PENGUNJUNG OUTLET NIKE DI TUNJUNGAN PLAZA SURABAYA

Abstract

In the era of globalization nowadays, competition in the business world getting tougher. For example competition in sport apparel like shoes and other sport equipment. Nike is one of top brand in sport world, Nike must survive from his competitor such as adidas and puma. The purpose of this study was to analyze and discuss the influence of product innovation and celebrity endorser on Nike shoes purchase decisions (study on visitors of Nike store in tunjungan plaza surabaya). Respondents in this study were at least 19 years old, Nike shoes users, who were at Nike store in Tunjungan Plaza Surabaya. The method of determining the sample is non probability sampling and the sampling technique uses judgmental sampling. The sample used was 121. The data collection technique used in this study was a questionnaire. The data were analyzed by using multiple linear regression analysis with SPSS 23 program. The results showed that product innovation and celebrity endorser have positive influence on purchase decision.

Keywords: celebrity endorser; product innovation; purchase decision.