Analisis Pengaruh Citra Merek, Kualitas Produk dan Word Of Mouth Communication Terhadap Keputusan Pembelian (Studi Kasus : Konsumen Sepatu Merek Converse Di Universitas Islam Riau Fakultas Ekonomi)

Irawan, Hendry (2020) Analisis Pengaruh Citra Merek, Kualitas Produk dan Word Of Mouth Communication Terhadap Keputusan Pembelian (Studi Kasus : Konsumen Sepatu Merek Converse Di Universitas Islam Riau Fakultas Ekonomi). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine and analyze the influence of brand image, product quality and word of mouth communication on purchasing decisions from customers of converse brand shoes. The object of this study is consumers who wear converse brand shoes at the Islamic University of Riau faculty of economics. This research is a descriptive study and used a purposive sampling method that is as many as 50 samples. The simultaneous hypothesis testing shows that brand image, product quality, and word of mouth communication have a significant effect on purchasing decisions. For partial hypothesis testing, it shows that brand image has a significant effect on purchasing decisions, then product quality has a significant effect on purchasing decisions, and word of mouth communication has a significant effect on purchasing decisions.

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