Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Sepatu Ventela di Kota Manado

Stevanus Kalensun (Ilmu administrasi bisnis)
Riane Johnly Pio
Anneke Yolly Punuindoong

Productivity
Vol 6 No 3 (2025): September 2025

This study aims to evaluate the influence of brand image and product quality on the decision to purchase Ventela shoes in Manado City. The method used is a quantitative approach, with a population consisting of consumers who are familiar with and have purchased Ventela shoes. The research sample involved 100 respondents selected using purposive sampling based on specific criteria. To determine the influence of brand image and product quality on the decision to purchase Ventela shoes in Manado City, this study used multiple linear regression analysis. The results showed that the brand image variable had a significant partial effect on the purchase decision, while product quality had no significant partial effect. Simultaneously, brand image and product quality had a positive and significant effect on the purchase decision.