PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEPATU ARDILES

Abstract

The research aimed to examine the effect of product quality, brand image, promotion, and buying decisions of Ardiles shoes (A Case-Study on Students of STIESIA Surabaya).
The population was all students of STIESIA Surabaya who used Ardiles shoes either man or woman majoring in management and accounting with an unlimited number of population. Moreover, the data collection technique used accidental sampling. In line with that, there were 100 respondents as the sample. Furthermore, the data were primary with questionnaires as the instrument. Additionally, the data analysis technique used multiple linear regression. The research result of classical assumption test, through normality, multicollinearity and heteroscedastic test showed that all variables had fulfilled the criteria given. While, a proper model test which used F-test and determination coefficient showed that the regression model was properly used. In addition, hypothesis test results concluded that product quality, brand image, and promotion had a significant effect on buying decisions.