Pengaruh Loyalitas Dan Lifestyle Dalam Keputusan Pembelian Sepatu Nike (Studi Kasus Summarecon Mall Bekasi)

Fhaisal Haris Munjir; Salim Siregar

doi:10.24127/diversifikasi.v4i3.6559

Fhaisal Haris Munjir Universitas Singaperbangsa Karawang
Salim Siregar Universitas Singaperbangsa Karawang

DOI: https://doi.org/10.24127/diversifikasi.v4i3.6559

Keywords: Perilaku konsumen, loyalitas, lifestyle, fashion

Abstract

The purpose of this study was to determine how lifestyle and loyalty affected people's
decisions to buy Nike sneakers at Summarecon Mall in Bekasi. This research uses multiple
linear regression analysis as part of the quantitative methodology approaches. Through the
distribution of questionnaires and the evaluation of factors connected to current variables,
the data used in this study was collected. According to the study's findings, customer loyalty
significantly and favorably influences their decision to buy Nike sneakers. The largest
indicators are high quality and a well-known brand image; lifestyle does not, however,
possess a favorable and noteworthy impact on the choices made by customers to buy Nike
sneakers, the lowest indicator is "trend influence, which indicates that people are not too
influenced by societal trends when making taste decisions. This information can be very
useful to the Nike company as it helps them stay ahead of the competition by continuing to
innovate and monitor consumer behavior.

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