PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPATU LOKAL COMPASS

Abstract

Purchasing decision is a stage where consumers has made their choice and made a purchase of the product. The decision making by the consumers to buy a product begins with an awareness of their needs and desire. Furthermore, if they realize their needs and desires, then they will look for the information related with the product's existence in order to buy the product. This research aimed to find out the effect of independent variables which were brand image, product quality, price on the purchasing decision of Compass local shoes. The research was quantitative. Moreover, the population was active students of STIESIA Surabaya, who had used and bought the local shoes of Compass more than twice. The research instrument used a questionnaire with Likert scale as its measurement scale. Additionally, the data collection technique used non-probability sampling with 100 respondents as the sample. In addition, the data were primary. The data analysis technique used multiple linear regression. The result indicated that brand image had a significantly positive effect on purchasing decision. Meanwhile, product quality had a significantly positive effect on purchasing decision. In addition, price had a significantly positive effect on purchasing decision.