PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPATU CONVERSEPADA MAHASISWA STIESIA SURABAYA

Abstract

This research aimed to find out and analyze the effect of brand image, product quality and price on buying decision of Converse shoes Surabaya. While, the population was student of STIESIA (School of Economics of Indonesia) Surabaya who bought Converse shoes. The research was quantitative. Moreover, the data collection technique used non-probability sampling. Meanwhile, the sampling technique used accidental sampling. In line with, there were 100 respondents of students which taken as sample. Futhermore, the data were primary with questionnaires as its instruments. Additionally, the data analysis technique used multiple liniear regression. The research result of classical assumption test which through normality, multicollinearity and heteroscedacity test; showed all variables were not break the requirement given. In addtion, the result of proper model test which used F-test, determination coefficient and regression model showed it was properly used. Then, according to hypothesis test result, it concluded brand image, product quality and price had positive and significant effect on buying decision of Converse shoes, Surabaya in other words, this result identified the higher the brand image, the product quality and the price, the higher the buying decision would be.
Keywords:brand image, product quality, price, buying decision