PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SEPATU NIKE PADA KONSUMEN DI KOTA TANGERANG

JUAN, ANDREAS and Nofiawaty, Nofiawaty and Nailis, Welly (2022) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SEPATU NIKE PADA KONSUMEN DI KOTA TANGERANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to determine the effect of brand image which consists of corporate image, user image and product image on the purchasing decision of Nike shoes for consumers in Tangerang City both simultaneously and partially. This study uses primary data obtained through a questionnaire instrument. The sampling method used in this study is a non-probability sampling method with a total sample of 100 people. The analysis technique used is multiple linear regression analysis, F test and T test. The results of the research on the F test show a significant value of 0.000, which means that the independent variables consisting of corporate image, user image, and product image simultaneously have a positive and significant impact on consumer purchasing decisions for Nike shoes in Tangerang City. User image is the most dominant variable on purchasing decisions with a coefficient value of 0.517. The adjusted R Square value is 0.778, which means that 77.8% Nike shoes purchase decision for consumers in Tangerang City is influenced by brand image, while the remaining 22.2% is influenced by other variables that was not included in this research.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Image, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr Andreas Juan
Date Deposited:	17 Jan 2023 07:05
Last Modified:	17 Jan 2023 07:05
URI:	http://repository.unsri.ac.id/id/eprint/86265

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