Lutfhi Abdil Khuddus, Himawan Wismanadi, Gigih Siantoro, Muhammad Arja Bahauddin
This study investigates the influence of the running trend on consumers’ purchase intention toward high-technology running shoes in Indonesia. Using a quantitative correlational design, data were collected through purposive sampling from 102 active runners and running enthusiasts aged 18–40 years across several urban areas in Indonesia. Respondents completed a Likert-scale questionnaire measuring Trend Running (behavioral and attitudinal involvement in running-related social trends) and Purchase Intention (willingness to purchase technologically innovative footwear). Preliminary analysis confirmed normal data distribution and high internal reliability (Cronbach’s α = 0.874 for Trend Running; α = 0.812 for Purchase Intention). Pearson correlation analysis revealed a strong positive relationship between Trend Running and Purchase Intention (r = 0.808, p < .001). Furthermore, regression analysis indicated that Trend Running significantly predicted Purchase Intention (β = 0.768, p < .001), accounting for 65.3% of the variance (R² = 0.653). These findings suggest that consumers who are highly engaged in running-related social trends demonstrate stronger motivation to purchase technologically advanced running shoes. This study highlights the important role of socio-cultural engagement with running trends in shaping consumer behavior within the Indonesian context and provides practical implications for sportswear brands and marketers in designing trend-driven promotional strategies. © 2026 by the authors.
Department of Sports Management, Faculty of Sport and Health Science, Universitas Negeri Surabaya, Indonesia; Department of Sports Science, Faculty of Sport and Health Science, Universitas Negeri Surabaya, Indonesia; Department of Sports Coaching Education, Faculty of Sport and Health Science, Universitas Negeri Surabaya, Indonesia; Faculty of Sport and Health Sciences, Universitas Negeri Surabaya, Indonesia
