PENGARUH BRAND IMAGE, LIFESTYLE, DAN PURCHASE INTENTION TERHADAP PURCHASE DECISION PADA SEPATU ADIDAS DI DEPOK

Muhammad Syakira Subagja, . (2023) PENGARUH BRAND IMAGE, LIFESTYLE, DAN PURCHASE INTENTION TERHADAP PURCHASE DECISION PADA SEPATU ADIDAS DI DEPOK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The fashion industry is experiencing fierce competition due to technological advances, especially in the shoe industry sector. The rapid growth seen in the sports shoe industry, with a wide selection of shoes from global and local brands in the Indonesian market, indicates fierce business competition, including a large role from brands such as Adidas. This research aims to explore, prove and analyze whether brand image, lifestyle and purchasing intentions have an influence on purchasing decisions for Adidas shoe products in Depok. A total of 100 respondents became the research sample, and data was collected via a Google Form questionnaire. Data analysis was carried out using the SmartPLS 4 program. The results of a series of tests showed the following conclusions: 1). There is a significant influence of the brand image variable on purchase decisions, 2). There is a significant influence of lifestyle variables on purchase decisions, 3). There is a significant influence of the purchase intention variable on purchase decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1910111253] [Pembimbing: Anastasia Bernadin Dwi Mardiatmi] [Penguji 1: Maria Assumpta Wikantari] [Penguji 2: Jenji Gunaedi Argo]
Uncontrolled Keywords: Brand Image, Lifestyle, Purchase Intention, Purchase Decision
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Muhammad Syakira Subagja
Date Deposited: 21 Mar 2024 03:50
Last Modified: 22 Mar 2024 02:29
URI: http://repository.upnvj.ac.id/id/eprint/28039

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