Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Pada Sepatu Converse di Depok
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Abstract
This study aims to examine the effect of brand image and product quality on purchasing decisions for Converse shoes in Depok. A quantitative approach was employed using a survey method. The sample consisted of 80 respondents selected through non-probability sampling with a purposive sampling technique. Data were collected using questionnaires and analyzed with SPSS version 27 through validity and reliability tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results indicate that brand image has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.326, a t-value of 3.112, and a significance level of 0.003. Product quality also has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.322, a t-value of 3.786, and a significance level of <0.001. Simultaneously, brand image and product quality significantly affect purchasing decisions, as indicated by an F-value of 43.118. The coefficient of determination (R²) of 0.528 shows that 52.8% of the variation in purchasing decisions is explained by brand image and product quality, while the remaining 47.2% is influenced by other factors outside the model. These findings suggest that strengthening brand image and maintaining product quality are important factors in encouraging consumer purchasing decisions for Converse shoes in Depok.
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References
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