PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SEPATU MEREK VANS PADA MAHASISWA STIESIA SURABAYA

Abstract

This research aimed to find out the effect of product quality, brand image, and life style on consumers buying
decisions of Vans shoes of students of STIESIA Surabaya. The population was students of STIESA Surabaya who
wore Vans. Moreover, the research was causal comparative. Furthermore, the data collection technique used
accidental sampling. As the number of population was unknown precisely, the Lemeshow formula was used. In
line with that, there were 100 respondents as the sample. While the data were primary. Additionally, the
instrument in data collection technique used questionnaires which were distributed to the respondents. In
addition, the data analysis technique used multiple linear regression with SPSS 23. The testing result concluded
that product quality had a significant effect on consumers buying decisions of Vans shoes students of STIESIA
Surabaya. Likewise, brand image had a significant effect on consumers buying decisions of Vans shoes students of
STIESIA Surabaya. On the other hand, life style had an insignificant effect on consumers buying decisions of
Vans shoes students of STIESIA Surabaya.