Bastian, Rio (2025) PENGARUH MEDIA SOSIAL, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPATU ADIDAS PADA 9/KOMUNITAS SUPORTER SUBFINEST DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of social media, product quality, and price on the purchasing decision of Adidas shoes within the Subfinest supporter community in Surabaya. The background of this research is rooted in the growing trend of Adidas shoe usage among supporter communities, which is driven not only by product quality but also by social media exposure and competitive pricing perceptions. Adidas has become a popular brand among supporters due to its classic design, comfort, and its ability to represent a sporty and casual lifestyle. Meanwhile, social media provides a vast space for promotion and interaction between consumers and the brand. This research adopts a quantitative approach using a survey method by distributing questionnaires to 122 respondents from the Subfinest community in Surabaya. The data analysis technique used is multiple linear regression with the help of SPSS software. The research instruments were tested using validity and reliability tests to ensure the accuracy of the collected data. Classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests, were also conducted to confirm the feasibility of the regression model. The results show that partially, social media and price have a positive and significant influence on purchasing decisions. However, product quality does not show a significant effect. These findings indicate that within the Subfinest community, purchasing decisions are more influenced by how products are perceived through social media and how affordable the prices are, rather than by technical assessments of product quality. Simultaneously, all three independent variables have a significant influence on purchasing decisions. This study also contributes to academic literature and can serve as a reference for others interested in studying consumer behavior within community-based market segments. Keywords: Social Media, Product Quality, Price, Purchasing Decision, Adidas, Supporter Community, Subfinest.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Rio Bastian | ||||||||
| Date Deposited: | 22 Jul 2025 02:45 | ||||||||
| Last Modified: | 22 Jul 2025 02:45 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40354 |
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