PENGARUH HARGA, PROMOSI, PERSEPSI KUALITAS, DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU SNEAKERS

Abstract

The rapid competition exists on fashion companies of sneakers shoes among teenagers in Surabaya. This was used as a base to conduct a research in order to find out the effect of price, promotion, quality perception, and brand awareness on the purchasing decisions of Vans brand of sneakers shoes products of STIESIA Surabaya students. This research found variables of price, promotion, quality perception and brand awareness that gave significant and positive effect on purchasing decision. This research conclude that purchasing decision of Vans shoes brand was not effected by the variables of factor price. The customers bought shoes due to the brand image of Vans. The increasing promotion activity, product quality perception, and brand awareness were able to increase the purchasing decision of sneakers shoes product of Vans. Furthermore, this research suggested that the management of Vans had to increase the promotion activity, the formation of product quality perception, and the formation of consumers’ brand awareness. These were able to increase the purchasing decision of sneakers shoes product of Vans. The management Vans should extend the maqrket segmentation and wider market share for being a market leader.
Keywords: price, promotion, quality, brand, purchasing.