The influence of buyer knowledge and economic level on sports product purchasing decisions
DOI:
https://doi.org/10.47197/retos.v65.111450Keywords:
Buyer knowledge, consumer behavior, economic level, purchase decision-making, sports product market, sports product purchasingAbstract
Introduction: Buyer knowledge is recognized as an influential factor in purchasing decisions for sports products, potentially moderated by economic level.
Objective: This study investigates the effects of buyer knowledge and economic level on purchasing decisions in the sports product sector.
Methodology: A mixed-methods approach was used to analyze data from a random sample of 278 residents in Padang City. Measurement reliability and validity were assessed using Cronbach's alpha and Composite Reliability. Hypotheses were tested through linear regression analysis with a significance threshold of p < 0.05.
Results: Buyer knowledge significantly positively affected sports product purchasing decisions (p = 0.000). Economic level demonstrated varied impacts: a low economic level correlated significantly with buyer knowledge and purchasing decisions (p = 0.048 and p = 0.026, respectively). An intermediate economic level was associated only with buyer knowledge (p = 0.041), with no significant impact on purchasing decisions (p = 0.149). A high economic level showed no significant association with either variable.
Discussion: These findings highlight the key role of buyer knowledge and suggest that economic level shapes purchasing decisions in complex, indirect ways.
Conclusions: The findings suggest that buyer knowledge consistently influences sports product purchasing decisions, but the impact of the economic level is more nuanced. These results indicate that economic level alone may not reliably predict purchasing behavior without considering buyer knowledge, emphasizing the complexity of consumer decision-making in the sports product market.
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