Pengaruh Citra Merek Terhadap Keputusan Pembelian Sepatu Fladeo Di Toko Fladeo Shoes Pekanbaru

Rico, Muhammad (2021) Pengaruh Citra Merek Terhadap Keputusan Pembelian Sepatu Fladeo Di Toko Fladeo Shoes Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine the effect of brand image on purchasing decesions for Fladeo Shoes Pekanbaru store, which is one of the stores selling Fladeo produts such as shoes, sendals, and vansus. Brand image research indicators used in this study include corporate image, user image, product image. Purchasing decision indicators used in this research are problem recognition, information search, evaluattion of alternatives, purchase decisions, post-purchase behavior. The pulling technique used in this research is incidental sampling technique with 98 consumers. Data collection used in this study were interviews, distributing questionnaires, and documentation. The data analysis technique is simple linear regression analysis. Based on the results of t test analysis, it can be explained that the brand image partially has a positive effect on the purchase decision of Fladeo shoes at the Fladeo Shoes shop Pekanbaru, where the brand image variable has a significant value of 12,268 > 1,985. The R^2test is 0,611 (61,1%), this means that brand image has an influance on consumer purchasing decisions for Fladeo Shoes at the Fladeo Shoes Pekanbaru shop by 61,1%, while the rest is 38,9% (100% - 61,1%) is influenced by other factors not observed in this study. From the results of the conlusions obtained in this study. I, as the author, provide advice to the company, namely PT. Sabang Mandiri Abadi (Fladeo Group), it is hoped that it will increase the brand image of its products so that consumer purchasing decisions always increas each year by making innovations in each product to make it better of the previous so that the goals of the comvany can be achieved.

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