THE INFLUENCE OF BRAND IMAGE AND PRODUCT QUALITY ON THE DECISION TO PURCHASE VANS SHOES FOR STUDENTS IN MEDAN CITY

Abstract

This research aims to discover and explain the influence of Brand Image and Product Quality on the decision to purchase Vans shoes among students in Medan. The population of Vans shoe users in this study were students in Medan City. Meanwhile, the sampling technique was carried out using a purposive sampling method with 100 respondents. The data collection techniques used were questionnaires and documentation studies. The variable analysis technique used is multiple linear regression. The results of data analysis obtained from the multiple linear regression equation are Y = 14.993 + 0.414 X1 + 0.255 X2. From the results of the multiple linear regression analysis test, the Brand Image variable has a positive and significant effect on purchasing decisions of 0.414, the Product Quality variable has a positive and significant effect on purchasing decisions of 0.255. From the results of the t-test, the Brand Image variable has a significant effect on purchasing decisions, the Product Quality variable has a significant effect on purchasing decisions. From the results of the F test, Brand Image and Product Quality have a significant influence on purchasing decisions. From the results of testing the coefficient of determination (R2), the Brand Image and Product Quality variables explain purchasing decisions only by 59.7% and the remaining 40.3% is explained by other variables or factors outside of this research.