PENGARUH HARGA, DESAIN PRODUK, DAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU BASKET “NIKE” DI KOTA MALANG

This study aims to analyze the effect of price, product design, and celebrity endorsement on purchasing decisions of Nike basketball shoes in Malang City. This research employs a quantitative approach with an explanatory research design. The population in this study consists of consumers of Nike basketball shoes in Malang City, with a sample of 96 respondents determined using purposive sampling technique. Data were collected through questionnaires using a Likert scale. The data analysis method used multiple linear regression with the assistance of SPSS. The results of the study indicate that: (1) price does not have a significant effect on purchasing decisions, (2) product design has a positive and significant effect on purchasing decisions, and (3) celebrity endorsement has a positive and significant effect on purchasing decisions. These findings indicate that consumer purchasing decisions are more influenced by attractive product design and the support of celebrity endorsement rather than price factors. Therefore, Nike is expected to enhance product design innovation and optimize promotional strategies through celebrity endorsement in order to improve purchasing decisions.