Rozi, Mastur (2025) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU NIKE DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study was conducted to assess the influence of brand image and product quality on consumer purchasing decisions for Nike shoes in Surabaya. The motivation for this study arose from the declining sales of several Nike products and the importance of consumer perception in choosing products in an increasingly competitive market. The quantitative approach was used, with data collected through questionnaires distributed to 110 individuals who had purchased Nike shoes. The sample was drawn using purposive sampling, and the data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results showed that brand image and product quality had a positive and significant influence on purchasing decisions, as evidenced by path coefficients of 0.335 and 0.467, respectively, with a p-value <0.05. The R² value of 0.517 indicates that these two factors explain 51.7% of the variation in purchasing decisions. These findings emphasize that consumer perceptions of brand strength and product quality are important factors in driving Nike shoe purchases, especially amidst the dynamics of market preferences. Keywords: Brand image; Product quality; Purchase decision; Nike.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Mastur Mastur Rozi | ||||||||
| Date Deposited: | 08 Dec 2025 01:14 | ||||||||
| Last Modified: | 08 Dec 2025 01:14 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/48123 |
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PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP
KEPUTUSAN PEMBELIAN SEPATU NIKE DI KOTA SURABAYA. (deposited UNSPECIFIED)
- PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU NIKE DI KOTA SURABAYA. (deposited 08 Dec 2025 01:14) [Currently Displayed]
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