PENGARUH GAYA HIDUP, KESADARAN MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU VENTELA

Abstract

The development of local shoes in Indonesia grows rapidly; therefore, it needs to have proper strategies in order to attract consumers in buying the products. This research aimed to find out the effect of lifestyle, brand awareness, and product quality on buying decisions of Ventela shoes. The population was consumers of Ventela shoes in Surabaya. However, the number of population was unknown as there were a lot of and unlimited. In line with that, there were 100 respondents as the sample. Moreover, the research was causal-comparative. Furthermore, the data sources were primary. Additionally, the data analysis technique used multiple linear regression. The research result concluded that lifestyle, brand awareness, and product quality had a positive and significant effect on buying decisions of Ventela shoes in Surabaya. Meanwhile, the result of determination coefficient showed that lifestyle, brand awareness, and product quality had contributed for about 68.5% on buying decisions. For the rest, 31.5%, it was affected by other variables outside the research model.