Abstract
The purpose of this study is to find out the factors which affect on purchase decision of fake (non-genuine) Nike sports shoes. Data analysis generally confirms the structural relationship of all variables, namely price and country of origin on brand image and its impact on purchase decision for fake (non-genuine) Nike shoes. This research was conducted on Gold's Gym consumers in the city area of West Jakarta with a sample size of 130 respondents. The data analysis method used in this study is the Component or Variance Based Structural Equation Model where the data processing used Partial Least Square (Smart-PLS) version 3.2.9. The results show that all hypotheses can be accepted, except for the third hypothesis, which indicates that the country of origin does not effect on purchase decision.
Highlights
Nowadays, the developments of fashion are growing rapidly, one of them is shoes
Brand image has a positive effect on purchase decision This means that everytime the image quality increases, the consumer's purchase decision of Nike products will increase, or with a good brand image, consumers will have more confidence in the Nike brand image so that many people choose it
This means that if the country of origin is known for its good quality, it will increase the brand image of the item.; (2) Price has a significant and positive effect on brand image
Summary
Shoes have become one of the fashion needs which play an important role as well as clothes. For daily activities, the shoes which are usually used are casual or sporty shoe models where the shoe model is designed to be as comfortable as possible to be used in any condition. Inc. is shoes company, clothing, and sporting goods from United States of America which is one of the largest companies in the world. They are best known for sponsoring some of the most famous sportsmen in the world. Nike is a casual or sporty shoe brand that is in great demand by all groups for sports activities. Nike sports shoes and apparel products are identified by the company's signature logo, the "swoosh" tick, and the "Just Do It" slogan
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