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PENGARUH CITRA MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SEPATU MEREK NIKE

Suwito, Nanang (2019) PENGARUH CITRA MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SEPATU MEREK NIKE. Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This study aims to determine the Brand Image and Lifestyle of the Decision to Purchase Nike brand shoes. This type of research is quantitative research. The population used in this study was all consumers who visited and consumers who made decisions to buy shoes at Nike Warehouse in Malang, with a sample of 100 respondents. This study uses a type of quantitative data and the data sources used are primary data. Data collection using questionnaire techniques. The measurement scale technique used is the Likert scale. The data analysis method used is multiple linear regression analysis, classical assumption test, F test and t test. The results of this study indicate that brand image and lifestyle partially and simultaneously have a significant effect on purchasing decisions.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201510160311401
Thesis Advisors: Widayat (0702046801), Eko Handayanto (0023056801)
Keywords: Brand Image, Lifestyle, Purchasing Decision.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: 201510160311401
Date Deposited: 22 Aug 2019 04:02
Last Modified: 22 Aug 2019 04:02
URI : http://eprints.umm.ac.id/id/eprint/50648

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