Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Sepatu Ventela (Studi Kasus pada Mahasiswa Institut Teknologi dan Bisnis Widya Gama Lumajang)

Abstract

Never before has the business world been as forward-thinking as it is today. The popularity of sports sneakers has skyrocketed in recent years. Teenagers, both male and female, have made sneakers a part of their personal fashion for reasons other than its practicality. The purpose of this study is to determine (1) how brand image affects shoe purchases, (2) how product quality affects shoe purchases, and (3) how price affects shoe purchases, specifically Ventela shoes. This quantitative research involved 60 ITB Widya Gama Lumajang students, all of whom wear Ventela shoes. The information obtained from the questionnaire was analyzed using multiple linear regression models. The information here comes directly from the primary source. Purposive sampling was used by the researchers. The study found that at ITB Widya Gama Lumajang, consumers' perception of the Ventela brand had no effect on their decision to purchase the company's shoes. Equally important to consumers at ITB Widya Gama Lumajang was the quality of the Ventela shoes themselves. The price of a pair of Ventela shoes at ITB Widya Gama Lumajang is a major factor in whether customers make a purchase or not.