Pengaruh Citra Merek, Persepsi Harga, dan Desain Produk Terhadap Keputusan Pembelian Sepatu Merek Vans di Surabaya. (The Influence of Brand Image, Price Perception, And Product Design on the Purchase Decision of Vans Brand Shoes in Surabaya).

Ali, Farhan (2025) Pengaruh Citra Merek, Persepsi Harga, dan Desain Produk Terhadap Keputusan Pembelian Sepatu Merek Vans di Surabaya. (The Influence of Brand Image, Price Perception, And Product Design on the Purchase Decision of Vans Brand Shoes in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research aims to determine: (1) The influence of brand image on the purchasing decision of Vans shoes, (2) The influence of price perception on the purchasing decision of Vans shoes, (3) The influence of product design on the purchasing decision of Vans shoes, and (4) The influence of brand image, price perception, and product design on the purchasing decision of Vans shoes in Surabaya. This research uses a descriptive quantitative approach. The population in this study consists of Vans shoe consumers in Surabaya, with a sample size of 100 respondents using the Lemeshow formula. The data analysis used in this study includes the coefficient of determination and multiple linear regression. The results of this study indicate that Brand Image (X1) and Price Perception (X2) have a positive and significant effect on Purchase Decision (Y), while Product Design (X3) does not have a positive and significant effect on Purchase Decision (Y) for Vans shoes in Surabaya.

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