Pengaruh Kualitas Produk dan Brand Image Terhadap Keputusan Pembelian Sepatu Olahraga Nike Di Lumajang

Abstract

Marketing is how to meet or satisfy the needs of consumers through certain distribution channels through the products offered. Thus, marketing is oriented to how to create goods and services that can provide value for consumer satisfaction with the products offered. This study aims to determine the effect of product quality and brand image on purchasing decisions for Nike brand sports shoes in Lumajang. Furthermore, to find out which variables affect the decision to purchase Nike brand sports shoes in Lumajang. The method used in this study is a quantitative method. The data obtained in this study were obtained from buyers of Nike brand sports shoes in M-Store Lumajang. In determining the sample using non-probability sampling, namely purposive sampling with the number of respondents as many as 60 respondents. The data obtained by distributing questionnaires were analyzed using multiple linear regression analysis techniques. The test results in this study indicate that product quality and brand image variables have a simultaneous effect on purchasing decisions for Nike brand sports shoes in Lumajang.