Pengaruh Brand Image, Brand Love Dan Price Terhadap Keputusan Pembelian Sepatu Ventela Mahasiswa Universitas Islam Malang

Abstract

Abstract

Focusing on students at the Islamic University of Malang, this research examines the simultaneous and partial effects of Brand Image, Brand Love, and Price on the purchase decisions of Ventela footwear. An explanatory quantitative framework was employed, surveying a sample of 80 verified buyers selected through a combination of purposive and snowball sampling. Data collected via structured Likert-scale questionnaires demonstrated that all three independent variables combined significantly predict purchasing behavior. Independently, however, Price does not yield a statistically significant effect, whereas Brand Image and Brand Love demonstrate significantly positive contributions..

Keywords: Brand Image, Brand Love, Price, Purchasing Decision