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All Journal BioEksakta : Jurnal Ilmiah Biologi Unsoed Jurnal Mahasiswa Manajemen dan Akuntansi Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Journal of Management and Innovation Entrepreneurship (JMIE) Cidea Journal Jurnal Riset dan Inovasi Manajemen
wiwik herawati
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Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Immunology & microbiology Social Sciences Veterinary Other

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KEPUTUSAN PEMBELIAN SEPATU SNEAKERS NIKE DITINJAU DARI BRAND IMAGE, GAYA HIDUP, DAN KUALITAS PRODUK (STUDI KASUS PADA MAHASISWA UNIVERSITAS WIJAYA KUSUMA SURABAYA) Salsa Bella Maulina; Wiwik Herawati
Journal of Management and Innovation Entrepreneurship (JMIE) Vol. 3 No. 2 (2026): January
Publisher : Yayasan Nuraini Ibrahim Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70248/jmie.v3i2.3461

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image, gaya hidup, dan kualitas produk terhadap keputusan pembelian sepatu sneakers Nike pada mahasiswa Universitas Wijaya Kusuma Surabaya. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan survei. Populasi dalam penelitian ini adalah mahasiswa Universitas Wijaya Kusuma Surabaya yang mengenal dan menggunakan produk sepatu sneakers Nike. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 110 orang. Pengumpulan data dilakukan melalui penyebaran kuesioner daring menggunakan Google Form. Analisis data dilakukan menggunakan analisis regresi linier berganda dengan bantuan perangkat lunak SPSS, yang meliputi uji validitas, uji reliabilitas, koefisien determinasi (R²), uji F, dan uji t. Hasil penelitian menunjukkan bahwa secara parsial brand image berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai signifikansi < 0,001 (< 0,05). Gaya hidup juga terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai signifikansi < 0,001 (< 0,05). Selanjutnya, kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai signifikansi < 0,001 (< 0,05). Secara simultan, brand image, gaya hidup, dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian sepatu sneakers Nike. Nilai koefisien determinasi (R²) sebesar 0,909 menunjukkan bahwa 90,9% variasi keputusan pembelian dapat dijelaskan oleh ketiga variabel independen tersebut, sedangkan sisanya dipengaruhi oleh variabel lain di luar model penelitian. Kata Kunci: Brand Image, Gaya Hidup, Kualitas Produk, Keputusan Pembelian.
Pengaruh E-Service Quality, Online Customer Rating, dan Online Customer Review terhadap Keputusan Pembelian di Aplikasi Fore Coffee Surabaya Barat Arif Dhia Misbahuddin; Wiwik Herawati
Jurnal Riset dan Inovasi Manajemen Vol. 3 No. 3 (2025): Agustus: Jurnal Riset dan Inovasi Manajemen
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jrim-widyakarya.v3i3.5476

Abstract

The rapid development of digital technology has significantly transformed consumer behavior, making online applications the primary channel for interaction and transactions. These applications provide convenience for consumers to access various products and services quickly and efficiently. In this context, the quality of service provided, along with the rating and reviews shared online, plays a crucial role in influencing purchasing decisions. For instance, the Fore Coffee app allows consumers to leave reviews and ratings, which can influence other consumers in selecting the desired products or services. These factors are essential in increasing customers' purchase intention, as consumers tend to rely on the experiences of others as references when making decisions. This study uses a quantitative approach by distributing questionnaires to consumers of the Fore Coffee app in West Surabaya. The study aims to determine the extent to which service quality, ratings, and reviews affect consumers' purchase intentions. The data collected were then processed using SPSS version 20 to conduct validity tests, reliability tests, multiple linear regression, and t-tests. Validity and reliability tests were conducted to ensure that the instruments used in this research accurately and consistently measure the relevant variables. Multiple linear regression was used to analyze the relationship between the independent variables (service quality, ratings, and reviews) and the dependent variable (purchase intention). Meanwhile, t-tests were used to examine the significant impact of each variable on purchase intention. The findings of this study can provide valuable insights for Fore Coffee in formulating more effective marketing strategies. The results indicate that service quality, ratings, and reviews significantly influence consumers' purchase intentions. With this understanding, Fore Coffee can improve the customer experience and strengthen its competitive position in an increasingly competitive market.
Co-Authors Annisa Mutiara Rizki Arif Dhia Misbahuddin Brigitta Cornelia Amanda Camelina Simbolon Dina Hillery Napitupulu Dwi Indah Mustikorini Dwi Nugroho Wibowo Evianah Evianah Hexa Apriliana Jayawarsa, A.A. Ketut Makdalena Viviliani Sir Margareta Shintya Devi Nadya Nabilla Andansari Pudji Widodo Retno Warih Dwi Utami Ningsih Rizki Aulia Salma Fauzia Salsa Bella Maulina Siti Samiyarsih