ANALISIS POSITIOIVII{GPRODUK OLAHRAGA MEREK SPECS, NIKE, ADIDASDAN LEAGUE DI PEMAIN FUTSAL UNIVERSITASNEGERI YOGYAKARTA

Abstract

ABSTRAK
Penelitian iru bertujuan untuk mengetahuipositioning produk olahraga merek
Nike, Adidas, Specsdan League Pemain Futsal Universitas Negen Yogyakarta. Uji
validasi menggunakanteknik Expert Judgement,uji reliabilitas menggunakanrumus
Alpha Cronbach dengan nilai 0,897. Populasi yang digunakan adalah para pemain
Pemain FutsalUniversitasNegeri Yogyakartasebanyak50 orang.Nike paling banyakdi
kategoriTinggi yaitu 4\o/o.Adidas paling banyakdi kategori Rendahyaitu 54%. Specs
paling banyakpadakategoriRendahyaitu 560/0, sedangkan untuk produk Leaguepaling
banyakpadakategoriTinggi yaitu 50o/o. Dari hasil penelitiantampakbahwa posisi dari
persepsi peringkat pilihan terhadapkeempat produk olahraga Nike, Adidas, Specsdan
Leagueyangditeliti, palingbanyakdiminati adalahprodukLeague.
Kata kunci : Positioninp, Merek, Pemain
THE ANALYSIS OF SPORT PRODUCT POSITIONING IN THE SPECS,I{IKE,
ADIDAS, AI{D LEAGUE BRANDS TO THE FUTSAL PLAYER OF YOGYAKARTA
STATE UNIVERSITY
This research aims to find out the sport product positi.oning in the specs,Nike,
Adidas, and league brands to the fittsal player of Yogtakarta State University. The
validity test o.fthis research is using Expert Judgment technique. The reliability test is
usingAlpha Cronbachformula with 0,897marks. Thepopulation usedfor" this research
is 50futsal players of Yog,takartaState (Jniversiry-. Nike places in the highest categoty
wilh 48. Adidasplaces mostly in tlte low category with 54. Specsplaces mostly in the low
category with 56, the Leagueproduct places mostly in thepaling high category with 50.
The result of this researchshows that theposition of levelperceptionfrom thefour sport
products asfollovs Nike, Adidas, Specsand League which was examinedis shown that
League is the mostfavorite product amongother.
Ku4twords: Positioning, Brands, Players