PENGARUH KUALITAS PRODUK, CITRA MEREK, WORD OF MOUTH DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SEPATU CONVERSE (STUDI KASUS PADA MAHASISWA STIESIA)

Abstract

This research aimed to find out and analyze the product quality, brand image, word of mouth, and lifestyle in
the purchasing decision of Converse shoes. This research was quantitative, while the research sample collection
technique was accidental sampling. Furthermore, the research population used students of School of Economy
Indonesia (STIESIA) Surabaya, moreover, the respondents used 100 respondents. On the other hand, the
research data collection technique used questionnaires with google form on the active students of School of
Economy Indonesia (STIESIA) Surabaya. Moreover, the research analysis method used multiple linear
regression analysis with SPSS (Statistic Product and Service Solutions). This research concluded that product
quality had a positive and significant effect on the purchasing decision on the Converse shoes at students of
School of Economy Indonesia (STIESIA) Surabaya. Likewise, brand image had a positive and significant effect
on the purchasing decision on the Converse shoes at students of School of Economy Indonesia (STIESIA)
Surabaya. Similarly, both of word of mouth and lifestyle had a positive and significant effect on the purchasing
decision on the Converse shoes at students of School of Economy Indonesia (STIESIA) Surabaya