Pengaruh Gaya Hidup, Kesadaran Merek, dan Kualitas Produk terhadap Keputusan Pembelian Sepatu Merek Converse (Studi Kasus Mahasiswa STIESIA)

Abstract

This research aimed to find out the effect of lifestyle, brand awareness and product quality on buying decision of Converse shoes for STIESIA Surabaya students. While, the population was all consumers who had bought and used Converse shoes at STIESIA Surabaya. The research was descriptive-quantitative. Moreover, the data collection technique used non-probability sampling. Furthermore, the sampling technique uesd purposive sampling. In line with, there were 100 respondents as sample. Additionally, the instrument was questionnaires. The qusetionnaires were distibuted to the respondents. In addition, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 22.0. Meanwhile, the instrument testing used validity and reliability tests. The research results concluded lifestyle had positive and significant effect on buying decisions of Converse shoes. Likewise, brand awarness had positive and significant effect on buying decision of Converse shoes. Similar to, product quality had positive and significant effect on buying decision of Converse shoes.
Keywords: lifestyle, brand awareness, product quality, and buying decisions