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strategy initiated in 2001. It is well-prepared to target the middle to upper market segments. Preparation, among others, by changing the design of the logo and other
marketing development. This strategy can be executed after seeing the opportunities that the price gap
soccer shoes locally and abroad very much, given the exchange rate of the dollar against the rupiah unstable. Thus there is no product that fills the middle market
segment. Until finally in 2002, Specs has become a leader in the market. The second target market targeted by Specs are futsal shoes. Although in
2004, the sport of futsal undeveloped but over the years, futsal become a favorite sport. Specs business development is advancing with the production of clothes and
other sports equipment.
2. Respondents’ characteristics
Data used in this research is primary data that achieved by spreading the questionnaire by the amount of 60 questionnaires on the customer of Specs futsal
shoes in east Ciputat area. In order to get high quality data, the researcher distributed the questionnaires directly to the respondents. The period of
questionnaire completion had been scheduled on December 2015 until January 2016.
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Figure 4.1 Respondent’s Age
Source: Data Processed, 2015
In figure 4.1 it can be seen that the respondents in this research 34 are respondents at 17-23 years old, 43 are the respondent have 24-30 years old,
20 at 31-40 years old and remaining 3 are respondents with age more than 40 years old.
Figure 4.2 Respondent’s Expenditure
Source: Proceed Data, 2015
34 43
20 3
Respondents Age
17-23 24-30
31-40 40
18 42
32 8
Respondents Expenditure
Rp 500,000 Rp 500,001 - Rp 1,000,000
Rp 1,000,001 - Rp 2,000,000 Rp 2,000,000
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In figure 4.2 it can be seen that 18 of the respondents spent theirs expenditure less than Rp 500,000 monthly, 42 of the respondents spent theirs
expenditure between Rp 500,001 up to Rp 1,000,000 monthly, 32 of the respondents spent theirs expenditure between Rp 1,000,001 until Rp 2,000,000
monthly and 8 of total respondents are spent theirs expenditure more than Rp 2,000,001 monthly to fulfill their needs.
Figure 4.3 Respondent’s Occupation
Source: Proceed Data, 2015
Figure 4.3 shown the occupancies of the respondents in this research. And according to data collected above, 54 of respondents are student either in school
or university, 25 of respondents are employee in private company, 5 of
54 25
5 13
3
Respondents Ocupation
Student Employee
Government Servant Enterpreneur
Others
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respondent are government servant, 13 of the respondent are entrepreneur and remaining 3 of respondents have others occupation that did not mentioning in
questionnaire.
B. Instrument Test result 1.
