PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN SEPATU CONVERSE (Studi kasus pada mahasiswa di Universitas 17 Agustus 1945 Surabaya)

Fayakun, Citra (2018) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN SEPATU CONVERSE (Studi kasus pada mahasiswa di Universitas 17 Agustus 1945 Surabaya). Other thesis, Untag Surabaya.

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Abstract

This research is motivated by the phenomenon of the current fashion development which is more interesting and become a part in everyday life, one of them is Converse shoes. The decision of consumers in purchasing shoes is not something that just happens, for it set the goal of research is to prove and analyze the positive and significant influence partially, simultaneously and the most dominant of product quality, price perception, and brand image of consumer decisions in the purchase Converse shoes. This research uses quantitative approach by using SPSS version 23.0 and counted 100 respondents from the students of Universitas 17 August 1945 Surabaya. The result of this research using t-test is obtained that the product quality variable (X1) t-value of -2.453 with significance is 0,016 <0,05 indicates that product quality variable (X1) has a negative and partially significant effect to consumer decision in purchasing of Converse shoes on students at the University of 17 August 1945 Surabaya. Price perception variable (X2) has a positive and partially significant effect to consumer decision in purchasing of Converse shoes to students at Universitas 17 Agustus 1945 Surabaya with significance value of 0.000 <0,05. Brand image variable (X3) have positive and partially significant effect to consumer decision in purchasing of Converse shoes at student at Universitas 17 Agustus 1945 Surabaya with significance value equal to 0,001 <0,05. To test hypothesis using F test of product quality, price perception, and brand image have positive and significant influence simultaneously to consumer decision in purchasing of Converse shoes, evidenced by Fcount equal to 18,056 and significance 0,000 <0,05. In the variable perception of the price obtained a value of 0.000 significance, which means having the most dominant influence on consumer decisions in purchasing Converse shoes on students at the University of 17 August 1945 Surabaya.

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