Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Sepatu Vans Di E – Commerce

Oktavia Lestari, Tania
Permata Rahmi, Palupi

Bisman (Bisnis dan Manajemen): The Journal of Business and Management
Vol. 8 No. 1 (2025): Februari 2025

The purpose of this study was to determine the effect of brand image and product quality on purchasing decisions for Vans shoe products on e-commerce. Multiple linear regression analysis was used with a research population of 100 respondents. Purchasing decisions are the dependent variable, while brand image and product quality are the independent variables. Data collection was carried out using a questionnaire. Various statistical methods such as partial hypothesis testing, simultaneous analysis, and coefficient of determination were used in this study. The results showed that brand image partially had a negative and insignificant effect on purchasing decisions. Meanwhile, product quality has a positive and significant effect on purchasing decisions. Brand image and product quality simultaneously have a positive and significant effect on purchasing decisions.