Pengaruh Citra Merek, Desain Produk, dan Kualitas Produk terhadap Keputusan Pembelian Sepatu Olahraga Merek Reebok pada Mahasiswa Fakultas Ilmu Keolahragaan Universitas Negeri Medan
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Institusion
Universitas Sumatera Utara
Author
Harahap, M. Arif Rahman
Subject
Brand Image
Datestamp
2018-12-21 03:03:39
Abstract :
The purpose of this research is to know and analyze the influence of brand image, product design, and product quality to the buying decision of Reebok brand sports shoes to the students of Faculty of Sport Science of Medan State University and also to know and analyze the most dominant factors influencing purchasing decision. This research was conducted on Student Faculty of Sport State University of Medan. The sample in this study amounted to 90 students of the Faculty of Sport Science State University of Medan stambuk 2015-2017, using nonprobabilitas technique with accidental sampling taking. The analysis method used is descriptive analysis method and multiple regression analysis method. The type of this research is associative research, and the data used are primary data and secondary data obtained through documentation study and questionnaire which measurement using Likert scale. Data was processed statistically by using SPSS for windows program, that is t test model, f test, and determinant coefficient (R2). The results of this study indicate that simultaneously the influence of brand image, product design, and product quality have a positive and significant effect to the purchasing decision of Reebok brand sports shoes at the Students of Faculty of Sport Science, Universitas Negeri Medan. Partially, each brand image, Product Design, and product quality have a significant and positive effect on purchasing decision. Product Design dominant influencing the purchasing decision of Reebok brand sports shoes at the students of Faculty of Sport Science, Universitas Negeri Medan. Adjusted R Square value of 0.576 which means variability of dependent variable which can be explained by independent variable that is brand image, product design and product quality is equal to 57,6% while the rest equal to 42,4% can be explained by variable not examined in this research.
The purpose of this research is to know and analyze the influence of brand image, product design, and product quality to the buying decision of Reebok brand sports shoes to the students of Faculty of Sport Science of Medan State University and also to know and analyze the most dominant factors influencing purchasing decision. This research was conducted on Student Faculty of Sport State University of Medan. The sample in this study amounted to 90 students of the Faculty of Sport Science State University of Medan stambuk 2015-2017, using nonprobabilitas technique with accidental sampling taking. The analysis method used is descriptive analysis method and multiple regression analysis method. The type of this research is associative research, and the data used are primary data and secondary data obtained through documentation study and questionnaire which measurement using Likert scale. Data was processed statistically by using SPSS for windows program, that is t test model, f test, and determinant coefficient (R2). The results of this study indicate that simultaneously the influence of brand image, product design, and product quality have a positive and significant effect to the purchasing decision of Reebok brand sports shoes at the Students of Faculty of Sport Science, Universitas Negeri Medan. Partially, each brand image, Product Design, and product quality have a significant and positive effect on purchasing decision. Product Design dominant influencing the purchasing decision of Reebok brand sports shoes at the students of Faculty of Sport Science, Universitas Negeri Medan. Adjusted R Square value of 0.576 which means variability of dependent variable which can be explained by independent variable that is brand image, product design and product quality is equal to 57,6% while the rest equal to 42,4% can be explained by variable not examined in this research.
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