Analisis Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Converse

Abstract

This study aims to determine of dan brand image product quality against converse
shoes purchase decisions (case study student/I at the Faculty of Economic. The type
of research used is quantitative research. The data analysis technique used is is
regression analysis multiple linear. Data collection was carried out by means of
interviews and distributed questionnaires directly to 100 respondents.From the
results of the development and testing of the instrument has been produced a good
questionnaire tool (meets the requirements of validity, reliability). From the
results t statistical test for the variable brand image and product quality has a
value > and a significance value <0.05. This shows that the brand image and
product quality affectspurchasing decisions. For the value of R square 0,290, this
shows that the percentage analysis of the effect of brand image and product
quality of 0.290%. Meanwhile, 0,710% is influenced by other factors which was
not described in this study