EFFECT OF BRAND IMAGE TOWARDS DECISION MAKING IN BUYING NIKE SHOES OF STUDENTS OF FACULTY OF SPORT SCIENCE YSU

Abstract Brand image is a factor affecting the decision making factors with the factor that affects such as: (1) excellence-associated factors, (2) strength- associated factor, (3) uniqeness associated factor. Meanwhile, a purchase decision is very influenced by the assessment of the quality of products and is influenced by factors such as: (1) factor of culture, (2) social factors, (3) personal factors, (4) psychological factors. Therefore, this study aims to determine the effect on the brand image of Nike shoes purchase decision on the students of Faculty of Sport Science YSU. This study was a correlational study using a questionnaire survey instrument containing statement items to obtain data about the brand image and data on decision-making. The population in this study was the students of Faculty of Sport Science YSU academic year 2014/2015 for 527 students. The samples in this study were obtained for 50 students. From the research results, it is obtained from the brand image as much as 21 respondents (42%) are included in the high category, for 29 respondents (58%) fall into the medium category. As for purchasing decisions, it is obtained 17 respondents (34%) categorized into the medium category, 32 respondents (64%) fall into the medium category, and 1 respondent (2%) is included in the low category. Keywords: brand image, decision-making, Nike shoe