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PENGARUH BRAND AWARENESS DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU NIKE PADA MAHASISWA S1 FAKULTAS EKONOMI DI UNIVERSITAS SRIWIJAYA

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Penilaian

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This study aims to analyze the influence of brand awareness and product quality on the purchasing decisions of Nike shoes among undergraduate students of the Faculty of Economics at Sriwijaya University, Palembang. A quantitative approach was employed by distributing questionnaires to 100 respondents selected through purposive sampling. The data were analyzed using t-tests, F-tests, and multiple linear regression analysis with the assistance of SPSS software. The results indicate that brand awareness and product quality have a simultaneous and significant effect on purchasing decisions. Individually, both variables also exert a positive and significant influence, with product quality emerging as the most dominant factor. Together, brand awareness and product quality account for nearly half of the variation in purchasing decisions, while the remaining variance is attributed to other factors. This study highlights the importance of marketing strategies that emphasize enhancing brand awareness and product quality in order to improve consumer purchasing decisions.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507003822	T177265	T1772652025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1772652025

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2025

Collation

xviii, 107 hlm.; ilus.; tab.; 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

-

Edition

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Subject(s)

Manajemen pemasaran

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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