Skripsi

PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SEPATU NIKE PADA KONSUMEN DI KOTA TANGERANG.

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Penilaian

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This research aims to determine the effect of brand image which consists of corporate image, user image and product image on the purchasing decision of Nike shoes for consumers in Tangerang City both simultaneously and partially. This study uses primary data obtained through a questionnaire instrument. The sampling method used in this study is a non-probability sampling method with a total sample of 100 people. The analysis technique used is multiple linear regression analysis, F test and T test. The results of the research on the F test show a significant value of 0.000, which means that the independent variables consisting of corporate image, user image, and product image simultaneously have a positive and significant impact on consumer purchasing decisions for Nike shoes in Tangerang City. User image is the most dominant variable on purchasing decisions with a coefficient value of 0.517. The adjusted R Square value is 0.778, which means that 77.8% Nike shoes purchase decision for consumers in Tangerang City is influenced by brand image, while the remaining 22.2% is influenced by other variables that was not included in this research.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2307000332	T86265	T862652023	Central Library (Referens)	Available

Detail Information

Series Title

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Call Number

T862652023

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2022

Collation

xii, 93 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Prodi Manajemen, Manajemen Pemasaran

Specific Detail Info

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Statement of Responsibility

MURZ

Other version/related

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