Pengaruh Persepsi Harga, Kualitas Produk dan Brand Image Terhadap Keputusan Pembelian Produk Sepatu Converse di Galaxy Mall Surabaya. (The Influence of Price Perceptions, Product Quality and Brand Image on Purchasing Decisions Image on Purchasing Decisions for Converse Shoe Products at The Surabaya Galaxy Mall).

Kurniawan, Andre (2023) Pengaruh Persepsi Harga, Kualitas Produk dan Brand Image Terhadap Keputusan Pembelian Produk Sepatu Converse di Galaxy Mall Surabaya. (The Influence of Price Perceptions, Product Quality and Brand Image on Purchasing Decisions Image on Purchasing Decisions for Converse Shoe Products at The Surabaya Galaxy Mall). Undergraduate thesis, Universitas 17 agustus 1945 Surabaya.

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Abstract

In the current era of globalization and free economy, business people not only operate domestically but have entered the global economy. Changes and developments in the global economy continue to move in a very fast period of time, this study aims to examine the effect of price perceptions, product quality and brand image on purchasing decisions for Converse products at Galaxy Mall Surabaya. The research conducted by the current researcher is quantitative research using a survey in the form of a questionnaire which is used as a data measuring tool to be given to respondents by sampling using purposive sampling procedures and using multiple regression data analysis tools to measure how much influence between the independent variable and the dependent variable. From the results of the F test, it can be concluded that simultaneously perceived price (X1), product quality (X2), Brand Image (X3) simultaneously influence the decision to purchase converse shoes at Galaxy Mall Surabaya. From the t test, it can be concluded that price perception (X1) has a positive and significant effect on purchasing decisions, and from the t test, it can be concluded that product quality has a positive and significant effect on purchasing decisions, which means that hypothesis H3 in this study is accepted. The suggestions from researchers for converse companies need to further improve the indicators in each of these variables in marketing converse shoes in order to influence consumers in making purchasing decisions, and for further researchers it is hoped that they can develop this research, using other variables besides those examined in this study, so that this research can develop even better.

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