PENGARUH POSISI PEMAIN SEPAKBOLA TERHADAP CITRA BRAND KEPUTUSAN PEMBELIAN SEPATU OLAHRAGA DI PATI TAHUN 2022

Abstract

The purpose of this research is to: 1) understand the influence of player positions on buyer decisions. 2) Understand the impact of brand image on purchasing cases. The population and sample of this study are 100 soccer athletes from various teams in the city of Pati in 2022. Questionnaires and surveys are used as research instruments. The t-test is used to calculate the test results. Research findings: 1) There is a significant relationship between lifestyle characteristics (X1) and business outcomes (Y), as indicated by a higher t-value than the table value (6.543 and sig = 0.000 = 0.05%). 2) There is a significant relationship between image characteristics and decision-making processes, as indicated by the calculated t-value being higher than the t-table value (6.35 > 2.256) at a significance level of 0.000-0.05. The research results indicate that the position of soccer players significantly influences brand image in the context of sports sales processes. The suggestion in this research encourages us to be consistently selective when purchasing goods.