PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEPATU REEBOK DI SURABAYA

Abstract

This research aims to determine the effect of product quality, brand image, and promotion on the decision to purchase Reebok shoes in Surabaya. The population used in this study is all consumers who visit and make purchases at the Reebok Store Surabaya. The sampling technique uses non probability sampling and sample determination uses accidental sampling with the number of samples used as many as 100 respondents. While the analysis technique used is multiple linear regression analysis using the SPSS version 23.0 application. The results of this study indicate that product quality has a positive and significant effect on purchasing decisions because the better the quality and quality perceived by consumers, the faster consumers in purchasing decisions. Brand image has a positive and significant effect on purchasing decisions because the more easily remembered by consumers, the better the image of the product and the faster consumers in purchasing decisions. Promotion has a positive and significant effect on purchasing decisions because the more promotions given to consumers, the faster consumers will makepurchasingdecisions.

Keywords: product quality, brand image, promotion, purchasing decision