Peran Brand Image, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Produk Sepatu Converse

Authors

  • Hana Widya Pramudita Program Studi Manajemen -S1, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro Semarang
  • Handy Nur Cahya Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro

Abstract

This study aims to explore the impact of various factors on product purchase decisions. The independent variables, namely brand image, price, and product quality, are tested against the dependent variable, namely purchase decision. The data collection method involves Converse shoe users who have made a purchase, with a sample of 150 respondents selected through the Purposive Sampling method. Data testing was carried out using the Statistical Package for the Social Sciences (SPSS). The results of the SPSS analysis show that brand image, price, and product quality have a positive and significant influence on purchasing decisions for Converse shoe products both partially and simultaneously.   Penelitian ini bertujuan untuk mengeksplorasi dampak berbagai faktor terhadap keputusan pembelian produk. Variabel independen, yaitu brand image, harga, dan kualitas produk, diuji terhadap variabel dependen, yaitu keputusan pembelian. Metode pengumpulan data melibatkan pengguna sepatu Converse yang pernah melakukan pembelian, dengan sampel sebanyak 150 responden yang dipilih melalui metode Purposive Sampling. Pengujian data dilakukan menggunakan Statistical Package for the Social Sciences (SPSS). Hasil analisis SPSS menunjukkan bahwa brand image, harga, dan kualitas produk memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk sepatu Converse baik secara parsial maupun simultan. Keywords: Brand Image, Harga, Keputusan pembelian, Converse.

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Published

2024-06-27

How to Cite

Pramudita, H. W., & Cahya, H. N. (2024). Peran Brand Image, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Produk Sepatu Converse. Jurnal Ekonomi Dan Bisnis, 3(2), 102–112. Retrieved from https://publikasi.dinus.ac.id/index.php/JEKOBS/article/view/10423

Issue

Vol. 3 No. 2 (2024): Jurnal Ekonomi dan Bisnis

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