Aras, Aisyah Rachmayanti (2026) Pengaruh Citra Merek, Kualitas Produk, dan Harga Terhadap Keputusan Pembelian Sepatu Nike Pada Outlet Nike Di Jalan Diponegoro Surabaya. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
This study aims to analyze the effect of brand image, product quality, and price on the purchase decisions of Nike shoes at the Official Nike Outlet on Jalan Diponegoro, Surabaya. The research approach used is quantitative, employing a survey method through the distribution of questionnaires to 100 respondents selected using purposive sampling. The data analysis technique used is multiple linear regression analysis with the assistance of SPSS software. The results of the study indicate that simultaneously, brand image, product quality, and price have a significant effect on the purchase decisions of Nike shoes. Partially, brand image, product quality, and price are also proven to have a significant effect on purchase decisions. These findings suggest that consumers’ positive perceptions of brand strength, good product quality, and appropriate pricing can enhance their purchase decisions for Nike shoes. This study is expected to provide valuable insights for companies in formulating marketing strategies to improve consumer purchase decisions. Keywords: Brand Image, Product Quality, Price, Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | J Political Science > JF Political institutions (General) > JF1338-2112 Public administration | ||||||||
| Divisions: | Faculty of Agriculture > Departement of Agritechnology Faculty of Architecture and Design > Departemen of Interior Design Faculty of Social and Political Sciences > Departement of Public Administration |
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| Depositing User: | Aisyah Rachmayanti Aras | ||||||||
| Date Deposited: | 06 Mar 2026 04:15 | ||||||||
| Last Modified: | 06 Mar 2026 04:38 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/50243 |
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