PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU FUTSAL ORTUSEIGHT (Studi Kasus Unit Kegiatan Olahraga Mahasiwa Futsal Putra dan Putri Univesitas Negeri Jakarta)

Abstrak

This study aims to provide information on the influence of brand image, price, and product quality on the purchasing decision of futsal shoes with the Ortuseight brand in the men's and women's futsal ukom, Jakarta State University. All Jakarta State University students who are actively registered in the Odd Semester of the 2022/2023 Academic Year are the population of this study. Validity test, reliability test, classic assumption test, t test, F test, multiple linear regression analysis, and the coefficient of determination (R2) are data analysis methods. The findings of this study are 1) there is no influence of brand image on the decision to purchase Ortuseight futsal shoes at Ukom futsal UNJ. (2) there is a price effect on the decision to purchase Ortuseight futsal shoes at Ukom futsal UNJ. (3) there is an effect of product quality on purchasing decisions for Ortuseight futsal shoes at Ukom futsal UNJ. (4) there is an influence of brand image, price, and product quality on the purchasing decision of Ortuseight futsal shoes.

Keywords: Brand image, Price, Product Quality, Purchase Decision