ANALISIS PERBEDAAN GAYA HIDUP DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN SEPATU OLAHRAGA MEREK ADIDAS DI SURABAYA
Abstract: The
growth of the
shoes industries in
Indonesia create a highly competitive competition for the
shoes manufacturers in Indonesia. Similarly,
the market share
of foreign brands
of sport shoes
were also increased rapidly,
one of which
is the Adidas
brands ports shoes. Consumers were interested in buying
and using the Adidas brand sports shoes
because one of
them is affected
by lifestyle. Where,
lifestyle dimensions that influence consumers psychographic often
interpreted as a measure of
AIO (activity, interest,
opinion) the measurement
of activities, interests, and
opinions of consumers.
Lifestyle indicator are entertainment, sports,
media, fashion, and
opinion. Population in
this study are men
and women aged
20-40 years who
have purchased at least two times and use brand Adidas sports
shoes. The sample using judgment sampling
technique with the
sample size of
110. Measuring instrument is used
a questionnaire, and the data is analyzed by cluster.
Penulis: YOHANA PUSPITA, NINDRIA
UNTARINI
Kode Jurnal: jpmanajemendd140945
