PENGARUH BAURAN PEMASARAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SNEAKERS VANS OFF THE WALL

Abstract

This research aimed to find out the influence of mix marketing which consisted of product, promotion, price and brand image to the purchasing decision of Sneakers Vans Off The Wall. Based on the research method, it was a quantitative research with comparative causal. The population of this research were respondents who owmed and wearied Sneakers Vans. The sample collection technique used sampling accidental with the amount of 100 respondents as sample. Then, the data analysis technique used multiple liniear regressions with the software IBM SPSS Statistics 21. According to the hypothesis result, the results showed that the product has a significant to the purchase decision with a regression coefficient of 0,332 and a significance level of 0.001. Promotion variables have a significant on purchasing decisions with regression coefficient of 0.404 and a significance level of 0.000. The price variable has a significant on purchasing decision with regression coefficient of 0,341 and level of significance 0,002. Meanwhile, the variable of brand image have a significant on purchasing decision with regression coefficient equal to 0,423 and significance level 0,000. Taken together, the independent variable has a significant on the dependent variable that is purchasing decision Sneakers Vans Off The Wall.
Keywords: Marketing Mix, Brand Image, Purchasing Decision