Pengaruh Citra Merek Kualitas Produk Persepsi Nilai Value For Money Terhadap Keputusan Pembelian Sepatu Adidas Samba Di Timor-Leste (Studi Kasus Pada Timor-Leste)

Abstract

Abstract

The growth of the global fashion industry has driven increased consumer interest in international footwear brands, including the Adidas Samba, which serves not only a functional purpose but also acts as a lifestyle statement. Despite the rising popularity of the Adidas Samba, the factors influencing consumer purchasing decisions in Timor-Leste remain under-researched. This study aims to analyze the impact of brand image, product quality, and perceived value (value for money) on purchasing decisions for Adidas Samba shoes in Timor-Leste. A quantitative, explanatory research approach was employed. The sample consisted of 120 respondents selected via purposive sampling—specifically consumers residing in Timor-Leste, aged at least 17, who had previously purchased and worn Adidas Samba shoes. Data were collected using a five-point Likert scale questionnaire and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software. The analysis involved evaluating the outer model and inner model, as well as hypothesis testing via bootstrapping procedures. The results indicate that product quality has a positive and significant effect on purchasing decisions (p-value: 0.000; t-statistic: 5.928), and perceived value also has a positive and significant effect (p-value: 0.045; t-statistic: 2.011). Conversely, brand image does not significantly influence purchasing decisions (p-value: 0.180; t-statistic: 1.341). Collectively, brand image, product quality, and perceived value significantly influence purchasing decisions, with an R² value of 0.794, indicating that the model explains 79.4% of the variation in purchasing decisions. Furthermore, evaluation results show that all constructs meet validity and reliability criteria and demonstrate good predictive capability.

Keywords : Purchase Decision, Brand Image, Product Quality, Perceived Value, Adidas Samba