Muhamad Fajar Maulid, . (2025) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU NIKE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The purpose of this study is to investigate the effects of brand image, product quality, and lifestyle on the purchasing decisions of university students in South Jakarta when buying Nike shoes. The research is motivated by the intensifying competition within the footwear market, alongside the increasing circulation of counterfeit products and evolving consumer preferences. Utilizing a quantitative research design with descriptive and inferential methods, data analysis is conducted through the SmartPLS application. Information was collected via questionnaires distributed to 96 respondents who had experience purchasing and wearing Nike shoes. The results demonstrate that brand image, product quality, and lifestyle all have a significant and positive influence on consumers' purchasing decisions. Understanding these key factors enables companies to craft more effective marketing strategies to enhance customer loyalty and stimulate purchasing behavior. Additionally, this research provides valuable insights to enrich academic literature in the areas of consumer behavior and marketing strategy.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110111270] [Pembimbing: Pusporini] [Penguji 1: Diana Triwardhani] [Ketua Penguji : Alfatih S. Manggabarani] |
| Uncontrolled Keywords: | Brand Image, Product Quality, Lifestyle, Purchase Decision, Nike Shoes. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | MUHAMAD FAJAR MAULID |
| Date Deposited: | 10 Sep 2025 07:34 |
| Last Modified: | 10 Sep 2025 07:34 |
| URI: | http://repository.upnvj.ac.id/id/eprint/37935 |
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