PENGARUH CITRA MEREK, HARGA DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU COMPASS PADA MAHASISWA STIESIA SURABAYA

Abstract

This research aimed to analyze the effect of brand image, price, and brand ambassador on consumers’ buying decision of Compass shoes at STIESIAThe research was descriptive-quantitave approach. While there were 100 respondents of STIESIA students majoring management and aacounting as research sample. Moreover, the data collection technique used purposive sampling technique. Furthermore, the instrument in data collection technique used questionnare. The questionnare were distributed directly to consumers of Compas shoes at STIESIA. Additionally, , the data analysis technique used multiple linear analysis with SPSS (Statistical Product and Service Solution). Meanwhile, the instrument testing used validity and reliability test.The research result concluded brand image had postive and significant effect on consumers’ buying decision of Compass shoest at STIESIA. Likewise, price had positive and significant effect on consumers’ buying decision of Compass shoes at STIESIA. Similarly to brand ambassador had positive and and significant effect on cosnsumers buying decision of Compass shoes products at STIESIA.