Fattakhuddin, Ainul (2024) Pengaruh Variasi Produk, Citra Merek, dan Kualitas Produk Terhadap Keputusan Pembelian Produk Sepatu di Ventela Surabaya Official Store Cabang Nginden Kota Baratajaya Surabaya. (The Influence of Product Variation, Brand Image, and Product Quality on Shoe Product Purchase Decisions at Ventela Surabaya Official Store Nginden Branch, Baratajaya City, Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Ventela Surabaya Official Store is a shop that sells well-known local shoe products, namely the Ventela Brand. By having a Brand Image that Ventela shoes are famous for their product prices which are relatively cheap and have contemporary variations, consumers can easily find products at the Ventela Surabaya Official Store which is located in Nginden, Baratajaya City, Surabaya. This shop has its own characteristics, namely that it only sells Ventela products and sells various variations of original Ventela products. Different from other shops that sell Ventela shoe products, only a few product variations and sometimes sell second hand Ventela shoe products. Another thing that the official Ventela Surabaya Official Store has is that its products are of premium quality, so that when they own these shoes, consumers can know the comfortable quality of the Ventela shoe products. Therefore, having good product quality will make consumers determine and decide to buy shoe products at the Ventela Surabaya Official Store. The purpose of this research is to determine and analyze the influence of product variety, brand image and product quality on purchasing decisions for shoe products at the Ventela Surabaya Official Store, Nginden Branch, Baratajaya City, Surabaya. This type of research uses quantitative research. The population in this study were consumers who had bought shoes at the Ventela Surabaya Official Store, Nginden Branch, Baratajaya City, Surabaya. Meanwhile, the sample used 100 respondents. The data processing technique in this research uses SPSS. The results of this research show that the three variables together have an influence on purchasing decisions. However, of the three variables, the one that is more influential in the decision to purchase shoe products at the Ventela Surabaya Official Store is the Product Quality variable because the calculated t value for this variable is greater than the calculated t value for the Product Variation and Brand Image variables.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Ventela, Product Variation, Brand Image, Product Quality and Purchase decisions. |
| Subjects: | H Social Sciences > H Social Sciences (General) J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000164 Ainul Fattakhuddin |
| Date Deposited: | 13 Dec 2024 02:58 |
| Last Modified: | 13 Dec 2024 02:58 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33435 |
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