Saputra, Yhuda Agusi (2025) Pengaruh Brand Ambassador, Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Nike Di Kalangan Mahasiswa Universitas Islam Riau Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study is to examine the influence of brand ambassadors, brand image and product quality on purchasing decisions for Nike shoes among students at the Islamic University of Riau in Pekanbaru City. The design in this study uses a quantitative descriptive research method. The population of the study was all individuals who purchased Nike shoe products among students at the Islamic University of Riau in Pekanbaru City. By using the Lemeshow Formula, the sample in this study was 96 people. The data analysis technique used in this study was to use multiple regression analysis with the SPSS program. The results of the test of brand ambassadors, brand image and product quality have an influence on purchasing decisions.

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