Published: 2024-10-01

Pengaruh Citra Merek, Kualitas Produk Terhadap Keputusan Pembelian Sepatu Olahraga Ortuseight di Soccer Corner Bandar Lampung

DOI: 10.35870/emt.v8i4.2920

Riduan, Faridaefriyanti
  • Riduan: Universitas Bandar Lampung ROR
  • Faridaefriyanti: Universitas Bandar Lampung ROR
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Abstract

In the modern era, sports have become an essential need for individuals as it helps maintain health and reduce the risk of various diseases that can hinder daily activities. Additionally, sports serve as a way for people to spend their leisure time amidst their busy schedules. Companies in the sports industry strive to be market leaders by offering high-quality products. This research aims to analyze the influence of brand image and product quality on the purchasing decisions of Ortuseight sports shoes at Soccer Corner, Bandar Lampung. This study uses a quantitative method with a sample of 45 respondents. The analytical techniques used include classical assumption tests and multiple linear regression. The results indicate that brand image has a 16.72% influence on purchasing decisions, while product quality has a 23.06% influence. Brand image and product quality together influence purchasing decisions by 17.3%. Both variables significantly impact and mutually influence each other.

Keywords

Brand Image; Product Quality; Purchasing Decision

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How to Cite

Riduan, & Faridaefriyanti. (2024). Pengaruh Citra Merek, Kualitas Produk Terhadap Keputusan Pembelian Sepatu Olahraga Ortuseight di Soccer Corner Bandar Lampung. Jurnal EMT KITA, 8(4), 1360-1372. https://doi.org/10.35870/emt.v8i4.2920
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 8 No. 4 (2024)

  • Section: Articles

  • Published: 2024-10-01

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Author Biographies
Riduan, Universitas Bandar Lampung
Google Scholar ResearchGate ORCID

Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia

Faridaefriyanti, Universitas Bandar Lampung
Google Scholar ResearchGate ORCID

Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia

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