Pengaruh Citra Merek Kualitas Produk Dan Desain Produk Terhadap Keputusan Pembelian Sepatu Converse (Studi Kasus Pada Mahasiswa Feb Unisma)

Abstract

ABSTRACT

The purpose of this study is to analyze the influence of brand image, product quality, and product design on purchasing decisions. This research uses quantitative methods by collecting data through questionnaires. The population of this research is FIS UNISMA students. The sampling technique uses purposive sampling with the criteria of FEB UNISMA students who know and use Converse shoes. Samples amounted to 71 respondents with questionnaire collection techniques. The technical data analysis of this research uses descriptive analysis techniques and multiple linear regression.

The results of this study indicate that brand image (X1) has a positive and significant effect on purchasing decisions. Product quality (X2) influences but is not significant on purchasing decisions. Product Design has a positive and significant effect on purchasing decisions. Simultaneous brand image (X1), product quality (X2), and product design (X3) have a positive and significant effect on purchasing decisions.

                                                                             

Keywords : Brand Image, Product Quality, Product Design, Purchasing Decisions