PENGARUH GAYA HIDUP, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU BATA (STUDI KASUS PADA MAHASISWA STIESIA SURABAYA)

Abstract

This research aimed to examine the effect of lifestyle, brand image, and product quality on consumers’ purchasing
decisions for Bata shoe products. The research was quantitative. Moreover, the population was 307 students
majoring in Management 2019, STIESIA Surabaya. The data collection technique used non-random sampling.
Furthermore, the sampling technique used purposive sampling. In line with that, there were 174 respondents as
the sample. The data were primary with questionnaires as the instrument. Additionally, the data analysis
technique used multiple linear regression with SPSS 23. The result of the classical assumption test consisting of
normality, multicollinearity, and heteroscedasticity test showed that all variables had fulfilled the criteria given.
While the proper model test which used F-test and determination coefficient showed that the regression model was
properly used. In addition, the result of the descriptive test concluded that the lifestyle, brand image, product
quality, and purchasing decisions were in a good category. Likewise, the hypothesis test showed that lifestyle,
brand image, and product quality had a positive and significant effect on purchasing decisions.