PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU VANS PADA MAHASISWA FEB UNIVERSITAS PGRI MADIUN

Wiezta Rizqi Ryscahya, Apriyanti Apriyanti

Abstract


The aim of the research is to find out whether there is an influence between product quality and brand image on purchasing decisions when purchasing Vans shoes for FEB Universitas PGRI Madiun students. This research is quantitative research with a causal design. The data analysis technique in this research uses validity and reliability test analysis of primary data obtained from the results of questionnaires from 384 student respondents and processed using the SPSS 20 test tool. This research was conducted at the Faculty of Economics and Business, PGRI Madiun University during December 2023 to January 2024. Results This research shows that product quality has a significant positive effect on purchasing decisions with a significance value of 0.000. Brand image has a significant positive effect on purchasing decisions with a significance value of 0.001. In this case, all hypotheses are accepted.

Keywords: Marketing Management, Product Quality, Brand Image, Purchasing Decisions


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References


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