Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Sepatu Nike Go (Grade Ori) Di Store Teamgold Sneakers Pekanbaru

Yolanda, Rahmat (2024) Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Sepatu Nike Go (Grade Ori) Di Store Teamgold Sneakers Pekanbaru. Other thesis, Universitas Islam Riau.

Text 197210367.pdf - Submitted Version Restricted to Repository staff only Download (1MB) | Request a copy

Abstract

The aim of the research is to determine and analyze Brand Image on Consumer Decisions in buying Nike GO (Grade Ori) shoes at the Store Teamgold Sneakers Pekanbaru, as well as to find out what the brand image of Nike shoes is in the eyes of consumers. Brand Image research indicators used in this research include the superiority of brand associations, the strength of brand associations, the uniqueness of brand associations. The purchasing decision indicators used in this research are problem recognition, information search, alternative evaluation, purchasing decisions, post-purchase behavior. The sampling technique used in this research uses a purposive sampling technique, namely consumers who buy Nike shoe products at Teamgold Sneakers Pekanbaru, with a total of 90 people. Data collection used was observation, interviews, questionnaires, documentation. Data analysis techniques use validity tests, reliability tests, simple linear regression analysis, then determination correlation hypothesis testing (r2), and t tests. The results of this research show that Brand Image has a significant influence on purchasing decision variables, namely the results of the r2 test calculation of 0.646=64.6%, while the remaining 35.4% (100% - 64.6%) is influenced by other independent factors/variables. which was not observed in this study. The correlation between the Brand Image variables and Purchase Decisions is categorized as good and positive.

Actions (login required)

View Item