Deky, Styawan (2022) SKRIPSI: Pengaruh Gaya Hidup, Citra Merek, dan Kualitas Produk terhadap Keputusan Pembelian Sepatu Merek Converse All Star pada Mahasiswa STIM YKPN Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
Purchasing decisions can be influenced by several factors including lifestyle, brand image and product quality. These factors have an important role to make purchasing decisions. The purpose of this study was to determine the effect of lifestyle, brand image and product quality on the decision to purchase Converse All Star brand shoes for STIM YKPN Yogyakarta students. The population of this study were active students from STIM YKPN Yogyakarta. The sample used in this study using Non Probability Sampling with purposive sampling method. The number of samples used as many as 79 respondents, according to Roscoe in Sugiyono suggested that the number of appropriate samples in corretional research is between 30-500 respondents. The data collection method used a questionnaire distributed via google form. The tests used in this research are validity test, reliability test, normality test, heteroscedasticity test, multicollinearity test, multiple linear regression, goodness of fit t test, and coefficient of determination (adjusted R square). The results of this study indicate that lifestyle, brand image and product quality have a positive and significant effect on purchasing decisions for Converse all star brand shoes for STIM YKPN Yogyakarta students. The value of the coefficient of determination reached 64.4%
| Item Type: | Thesis (Masters) |
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| Uncontrolled Keywords: | lifestyle, brand image, product quality, purchasing decisions |
| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HF Commerce H Social Sciences > HV Social pathology. Social and public welfare |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 05 Dec 2022 02:09 |
| Last Modified: | 05 Dec 2022 02:09 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/369 |
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