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All Journal Jurnal Riset Mahasiswa Manajemen (JRMM)
Uwis Ayu Wandary
Universitas Kanjuruhan Malang
Decision Sciences, Operations Research & Management

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Pengaruh Brand Image, Kualitas Produk, Harga dan Diskon Terhadap Keputusan Pembelian Sepatu Merek Fladeo (Studi pada Mahasiswa Universitas Kanjuruhan Malang) Uwis Ayu Wandary; Rusno Rusno; Candra Wahyu Hidayat
Jurnal Riset Mahasiswa Manajemen Vol. 6 No. 1 (2018): APRIL
Publisher : Fakultas Ekonomika dan Bisnis Universitas PGRI Kanjuruhan Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (7889.552 KB) | DOI: 10.21067/jrmm.v4i1.3979

Abstract

The study aims to determine the effect of brand image, product quality, price, and discount on purchasing decisions fladeo brand shoes. This research was conducted in university kanjuruhan malang, the population in this study were students who had bought or used fladeo brand shoes and a sample of 114 students. Sampling technique in this study using accidental sampling method and data obtained from questionnaires distributed to respondents. The research instrument test was tested for validity and reliability. The data analysis technique used is multiple linear regression with SPSS. The results of the study show that simultaneously the brand image, product quality, price, and discount have a significant effect on purchasing decisions, partially brand image has a significant effect on purchasing decisions, product quality has a significant effect on purchasing decisions, price has a significant effect on purchasing decisions, discount have no significant effect on purchasing decisions.
Co-Authors Hidayat, Candra Wahyu Rusno Rusno