PENGARUH KUALITAS PRODUK CITRA MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SEPATU CASUAL NIKE DIKOTA SURABAYA

Abstract

This research aimed to find out the effect of product quality, brand image, and lifestyle on the purchasing decision
of causal shoe product Nike brand in the city of Surabaya. If the product quality, brand image, and lifestyle were as
expected,it was stated as good and satisfied. The research categorized the quantitative approach with causal-
comparative. Moreover, the research population used all the customers who have ever purchased and used the shoe
product of Nike in the city of Surabaya. The researchsample used questionnaires distributed to the 100 respondents
defined by nonprobability sampling method technique meanwhile the sample determination used accidental
sampling. On the other hand, the data analysis method used multiple linear regression analysis. In addition, this
research used SPSS (StatisticalProduct and Service Solution) 25.0 version. The research result concluded that the
variable of brand image and lifestylehad positive and significant on the purchasing decision meanwhile, the product
quality variable did not significantly positive affect the purchasing decision.