Pengaruh Brand Image, Brand Love, Brand Trust Dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Vans Di Malang (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang Jurusan Manajemen Angkatan 2018)

Abstract

Abstrack

Shoe products have been attached to people's lifestyles in various countries, including in Indonesia. The wheels of the Indonesian fashion industry continue to spin and create new trends. Make people compete to appear more up to date. One of them is the Vans shoe trend. Currently, there is an increasing interest in Vans shoes among students. This study aims to determine the effect of Brand Image, Brand Love, Brand Trust and Product Quality on the Decision to Purchase Vans Shoes in Malang (Study on FEB Unisma Students, Class of Management 2018). The sample used in this study was 84. The data analysis used in this study was multiple linear regression analysis using a quantitative research approach. Testing the data used is simultaneous hypothesis testing and partial hypothesis testing. The results showed that partially the influence of the variable brand image, brand love, brand trust and product quality had a positive and significant effect on purchasing decisions for Vans shoes in Malang (Study on FEB Unisma Students, Class of Management 2018).

Keywords: Brand Image, Brand Love, Brand Trust and Product Quality.