Pengaruh Kualitas Produk, Persepsi Harga, dan Citra Merek terhadap Keputusan Pembelian Sepatu

Sari

Tujuan Penelitian ini untuk menganalisis pengaruh masing-masing variable bebas: kualitas produk, persepsi harga, dan citra merek terhadap keputusan pembelian sepatu Vans di toko sepatu Feel Branded. Sample yang diteliti sebanyak 97 responden, dengan menggunakan Teknik purposive sampling. Data primer dikumpulkan dengan menggunakan kuesioner sedangkan, data sekunder dikumpulkan dari Pustaka. Berdasarkan pada hasil uji instrumen diperoleh informasi, bahwa semua indikator valid dan semua variabel reliabel. Berdasarkan pada koefesien regresi dan uji t penilitian ini menyimpulkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian.

Kata Kunci: Kualitas Produk, Persepsi Harga, Citra Merek, Keputusan Pembelian

Abstract
The purpose of this study was to analyze the effect of each independent variable: product quality, perceived price, and brand image on the decision to purchase Vans shoes at the Feel Branded shoe store. The sample studied was 97 respondents, using a purposive sampling technique. Primary data was collected using a questionnaire, while secondary data was collected from the library. Based on the results of the instrument test, information is obtained that all indicators are valid and all variables are reliable. Based on the regression coefficient and t-test, this study concluded that product quality has a positive and significant effect on purchasing decisions, price perceptions have a positive and significant effect on purchasing decisions and brand image has a positive and significant effect on purchasing decisions.

Keywords: Product Quality, Perceived Price, Brand Image, Purchase Decision