PENGARUH HARGA, CITRA MEREK, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU SKECHERS DI TUNJUNGAN PLAZA KOTA SURABAYA

Abstract

In this modern era, people’s life style in sport fashion becomes great in number. As the result, many companies compete each other using their own technology to increase buying decision. There for, this research aimed to analyze the effect of price, brand image, product quality, promotion, and to examine whether all variabels had signifikan effect on product decision of SKECHERS shoes. The data were primary. Moreover, the population was visitors, users and buyers of SKECHERS at Tunjungan Plaza Surabaya; with questionnaires as the instrument. Furthermore, the data collection technique used accidental sampling. In line with, there were 98 respondent as sample. Additionally, the data analysis technique used multiple linear regression. The research result concluded price, brand image, product quality and promotion had positive and significant effect on buying decision. This was caused as the shoes was popular. Although the price was high, buying decision was still high since it was supported by its quality, buying decision was increased. Besides, the more effective and efficient of its promotion, the more buying decision would be. In brief, the management was expected to maintain all variables to have stable consumers’ buying decision.
Keywords: price, brand image, product quality, promotion, buying decision