Behind The Choice: Consumer Preferences for Local Futsal Shoes
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Abstract
This study explores the factors that influence consumers in purchasing Ortuseight futsal shoes in Kebumen, Indonesia. Using a quantitative approach, data were collected through questionnaires distributed to 100 respondents who have experience with the product. The analysis employed multiple linear regression using SPSS 25. The results show that product quality and price perception have a significant and positive impact on purchase decisions, while product innovation does not appear to influence the decision-making process significantly. These findings suggest that consumers tend to prioritize perceived value and quality over novelty when choosing futsal shoes. The model accounts for 38.9% of the variation in purchase decisions, indicating that other variables beyond the scope of this study may also play a role. This research provides insight for local footwear brands seeking to strengthen market presence by focusing on core consumer expectations.
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