THE INFLUENCE OF BRAND IMAGE ON THE DECISION OF BUYING CONVERSE SHOES IN STUDENTS IN BANDUNG CITY, INDONESIAJournal: International Journal of Advanced Research in Engineering and Technology (IJARET) (Vol.11, No. 12)
Publication Date: 2020-12-31
Authors : Nuslih Jamiat Agus Maolana Hidayat Mahir Pradana; Bima Shafar Bastio;
Page : 438-445
Keywords : Brand Image; Purchase Decision; Business Administration;
This study aims to determine the effect of brand image on purchasing decisions for Converse shoes. The problem studied in this study was to determine how many consumers recognize the Brand Image on Converse shoes. This research is a quantitative study. The method used is descriptive method. The objects used in this study were students of the city of Bandung. Data collection was obtained through distributing questionnaires to 100 respondents. In this study, the non-probability sampling technique used was purposive sampling, in which the sampling technique used was the sample member with certain criteria determined by the researcher. The data analysis in this study used descriptive analysis and simple linear regression. The results showed that the brand image had a significant effect on purchasing decisions for vans shoes. This can be obtained by the t value (7.004)> t table (1.66055), it means that the Brand Image has a significant effect on the Purchase Decision of Converse Shoes for Bandung City students.
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