Pengaruh Brand Image, Harga Dan Iklan Terhadap keputusan Pembelian Konsumen (Studi Pada Mahasiswa Universitas Islam Malang Pengguna Sepatu Ventela)

Abstract

Abstract

 

This study aims to determine and analyze the influence of brand image, price, and advertising variables on consumer purchasing decisions. This research uses a study on students wearing ventella shoes by purposive sampling

Determining the number of samples using the Malholtra formula and the results obtained were 91 respondents. Data collection was carried out using a questionnaire. The data analysis method used in this study is Instrument Test (validity test and reliability test), Normality Test, Classical Assumption Test (multicollinearity test and heteroscedasticity test), Multiple Linear Regression Analysis, Statistical Test (t test), and Coefficient of Determination Test ( Adjusted R2) and process analysis using SPSS 24. The results of the study stated that brand image and advertising variables had an effect on purchasing decisions, while prices had no effect on purchasing decisions.

 

Keywords: Brand image, Price, advertising, Purchase Decision