Pengaruh Kualitas Produk, Harga, Dan Gaya Hidup Terhadap Keputusan Pembelian Sepatu Converse Di Kota Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Firmansyah, Ragil
Subject
658 - GENERAL MANAGEMENT
Datestamp
2023-07-11 07:18:48
Abstract :
This study aims to analyze the effect of product quality, price, and lifestyle on purchasing decisions for Converse shoes in the city of Surabaya. The variables studied are product quality, price, lifestyle, and purchasing decisions. This research is included in the category of primary data and is quantitative in nature where the data is in the form of numbers. Data collection in this study was obtained by using a survey technique by distributing questionnaires in the form of Google Forms, the distribution was carried out through social media. The analysis used is the method of data analysis multiple linear regression (Multiple Regression Analysis). Using validity and reliability tests, descriptive analysis, statistical analysis (classical assumption test, multiple linear regression, hypothesis testing). The results in this study indicate that product quality, price, and lifestyle have a positive effect on purchasing decisions, while purchase intention can mediate brand image and quality perceptions on purchasing decisions.
This study aims to analyze the effect of product quality, price, and lifestyle on purchasing decisions for Converse shoes in the city of Surabaya. The variables studied are product quality, price, lifestyle, and purchasing decisions. This research is included in the category of primary data and is quantitative in nature where the data is in the form of numbers. Data collection in this study was obtained by using a survey technique by distributing questionnaires in the form of Google Forms, the distribution was carried out through social media. The analysis used is the method of data analysis multiple linear regression (Multiple Regression Analysis). Using validity and reliability tests, descriptive analysis, statistical analysis (classical assumption test, multiple linear regression, hypothesis testing). The results in this study indicate that product quality, price, and lifestyle have a positive effect on purchasing decisions, while purchase intention can mediate brand image and quality perceptions on purchasing decisions.
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