Regatama, Hamdan (2025) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU ADIDAS DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text
21012010204.- Cover.pdf Download (1MB) |
|
Text (Bab 1)
21012010204.- Bab 1.pdf Download (671kB) |
|
Text (Bab 2)
21012010204.- Bab 2.pdf Restricted to Repository staff only until 2028. Download (315kB) |
|
Text (Bab 3)
21012010204.- Bab 3.pdf Restricted to Repository staff only until 2028. Download (326kB) |
|
Text (Bab 4)
21012010204.- Bab 4.pdf Restricted to Repository staff only until 2028. Download (357kB) |
|
Text (Bab 5)
21012010204.- Bab 5.pdf Download (167kB) |
|
Text (Daftar Pustaka)
21012010204.- Daftar Pustaka.pdf Download (201kB) |
|
Text (Lampiran)
21012010204.- Lampiran.pdf Restricted to Repository staff only until 2028. Download (816kB) |
Abstract
Adidas is a well-known shoe brand that is in high demand in Indonesia, including in Surabaya. However, sales data shows fluctuations and downward trends in some Adidas products, so consumer purchasing decisions need to be reviewed further. A strong brand image can build a positive perception in the minds of consumers, while product quality is an important factor in meeting consumer expectations and needs. Therefore, this study aims to determine the effect of brand image and product quality on purchasing decisions for Adidas shoes in Surabaya. The population in this study were consumers who had purchased Adidas shoes in Surabaya City. The sample selection was carried out using a non-probability sampling method with a purposive sampling technique. The sample criteria were consumers domiciled in Surabaya, had purchased Adidas shoes, were at least 18 years old, and understood the Adidas brand. The number of samples used was 120 respondents. The research method used a quantitative approach with data collection through a Google Form questionnaire. Data analysis was carried out using the structural equation model (SEM) method and processed using the SmartPLS 3.0 program. Based on the analysis that has been done, it was found that: 1) Brand Image has a positive effect on purchasing decisions. 2) Product Quality has a positive effect on purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Hamdan Hamdan Regatama | ||||||||
| Date Deposited: | 05 Dec 2025 07:33 | ||||||||
| Last Modified: | 05 Dec 2025 07:33 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47505 |
Actions (login required)
 |
View Item |