Pengaruh Citra Merek Terhadap Keputusan Pembelian Sepatu Merek Airwalk (Studi Kasus Mahasiswa Fakultas Ekoonomi Universitas Islam Riau)
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Institusion
Universitas Islam Riau
Author
Hamonangan, Paulus
Subject
HD28 Management. Industrial Management
Datestamp
2022-04-19 06:47:12
Abstract :
This study aims to determine the effect of brand image on purchasing decisions for AIRWALK brand shoes. The variables of this research are brand image and purchase decisions. The sample criteria in this study were students of the Faculty of Economics, Riau Islamic University who had used AIRWALK brand shoes and who were currently using AIRWALK brand shoes. The sample used in this study were 50 respondents who were taken using purposive sampling and data collection methods using a questionnaire. The analysis method used is descriptive analysis method and statistical analysis is using simple linear regression, and hypothesis testing using the t test. The results of this study indicate that the brand image variable has a significant effect on purchasing decisions for AIRWALK brand shoes
This study aims to determine the effect of brand image on purchasing decisions for AIRWALK brand shoes. The variables of this research are brand image and purchase decisions. The sample criteria in this study were students of the Faculty of Economics, Riau Islamic University who had used AIRWALK brand shoes and who were currently using AIRWALK brand shoes. The sample used in this study were 50 respondents who were taken using purposive sampling and data collection methods using a questionnaire. The analysis method used is descriptive analysis method and statistical analysis is using simple linear regression, and hypothesis testing using the t test. The results of this study indicate that the brand image variable has a significant effect on purchasing decisions for AIRWALK brand shoes
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