PENGARUH BRAND AWARENESS DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU NIKE PADA MAHASISWA S1 FAKULTAS EKONOMI DI UNIVERSITAS SRIWIJAYA

IRAWAN, FERNANDO and Nofiawaty, Nofiawaty (2025) PENGARUH BRAND AWARENESS DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU NIKE PADA MAHASISWA S1 FAKULTAS EKONOMI DI UNIVERSITAS SRIWIJAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the influence of brand awareness and product quality on the purchasing decisions of Nike shoes among undergraduate students of the Faculty of Economics at Sriwijaya University, Palembang. A quantitative approach was employed by distributing questionnaires to 100 respondents selected through purposive sampling. The data were analyzed using t-tests, F-tests, and multiple linear regression analysis with the assistance of SPSS software. The results indicate that brand awareness and product quality have a simultaneous and significant effect on purchasing decisions. Individually, both variables also exert a positive and significant influence, with product quality emerging as the most dominant factor. Together, brand awareness and product quality account for nearly half of the variation in purchasing decisions, while the remaining variance is attributed to other factors. This study highlights the importance of marketing strategies that emphasize enhancing brand awareness and product quality in order to improve consumer purchasing decisions.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Awareness, Product Quality, Purchasing Decision, Nike Shoes, Students
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Fernando Irawan
Date Deposited:	09 Jul 2025 03:05
Last Modified:	09 Jul 2025 03:05
URI:	http://repository.unsri.ac.id/id/eprint/177265

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