Analysis of the Role of Product Quality and Brand Image on the Purchase Decision of Customers of Shoes Products in Jakarta

Hendy Tannady; Primadi Candra Susanto; M. Arif Hernawan; Lilik Suryaningsih; Josua Panatap Soehaditama

doi:10.55927/mudima.v3i2.2378

Authors

Hendy Tannady Universitas Multimedia Nusantara
Primadi Candra Susanto Institut Transportasi dan Logistik Trisakti
M. Arif Hernawan Institut Transportasi dan Logistik Trisakti
Lilik Suryaningsih Sekolah Tinggi Penerbangan Aviasi
Josua Panatap Soehaditama Institut Keuangan Perbankan dan Informatika Asia Perbanas

DOI:

https://doi.org/10.55927/mudima.v3i2.2378

Keywords:

Brand Image, Product Quality, Purchase Dicision, Shoes

Abstract

The purpose of this study was to determine and analyze the effect of brand image on the decision to purchase Vans brand shoes. The second is to find out and analyze the influence of product quality on purchasing decisions for Vans brand shoes. The quantitative method is the preferred approach in this research. Researchers collected data through questionnaires. The population in this research are people who have bought Vans shoes in Jakarta. Determination of the sample used is a non-probability sampling technique with purposive sampling method. The sample used was 150 respondents with the criteria of respondents who owned and experienced the quality of Vans shoes. The conclusion of the study is that brand image variables have a significant effect on shoe purchasing decisions. The product quality variable has a significant effect on the decision to buy shoes

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