PENGARUH CITRA MEREK KESADARAN MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN SEPATU SANDAL HOMYPED DI KOTA MALANG

This study aims to examine the influence of brand image, brand awareness, and product quality on purchasing decisions for Homyped in Malang. This research is a descriptive study with a causal quantitative approach. The research sample was selected using a non-probability method with accidental sampling techniques. The population in this study consists of consumers who have purchased and used Homyped sandal-shoes within the past year in Malang. The object of this research is Homyped sandal-shoes. The sample size in this study is 105 consumers. Data collection was conducted using questionnaires. The analysis in this study was performed using the SPSS program. The results show that Brand Image has a positive but insignificant influence on purchasing decisions. Brand Awareness has a positive and significant influence on purchasing decisions. Product Quality has a positive but insignificant influence on purchasing decisions