Kurniawan, Syahrul Dwi (2025) Pengaruh Brand Image, Brand Trust, dan Online Marketing Review Terhadap Keputusan Pembelian Sepatu Adidas (Studi pada Mahasiswa UPN "Veteran" Jawa Timur. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to examine the influence of Brand Image, Brand Trust, and Online Marketing Review on the purchasing decision of Adidas shoes among students of UPN "Veteran" East Java. The rising demand for sneakers, particularly among the younger generation, highlights the importance of digital marketing strategies and brand trust in shaping consumer purchasing decisions. This research employs a quantitative method with a descriptive approach. Data were collected through questionnaires distributed to 100 students using purposive sampling. The data were analyzed using multiple linear regression. The results show that Brand Image, Brand Trust, and Online Marketing Review simultaneously have a significant effect on purchasing decisions. Partially, each variable also has a positive and significant influence. These findings suggest that efforts to build a strong brand image, increase consumer trust, and leverage online product reviews play a crucial role in enhancing consumer purchasing decisions in the digital era. Keywords: Brand Image, Brand Trust, Online Marketing Review, Purchasing Decision, Adidas Shoes.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Syahrul Sulis | ||||||||
| Date Deposited: | 11 Jun 2025 07:49 | ||||||||
| Last Modified: | 11 Jun 2025 07:49 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37347 |
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