Dwi, Susanto (2023) SKRIPSI: Pengaruh Kualitas Produk, harga, dan Kesadaran Merek terhadap Keputusan Pembelian Sepatu Mizuno pada Altet Bola Voli. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study aims to analyze the effect of product quality, price, and brand awareness on the purchasing decision of Mizuno shoes for volleyball athletes. This research uses quantitative methods. The type of data used in this study is primary data and secondary data. Primary data obtained by distributing questionnaires to 121 respondents and secondary data obtained through books, journals, and sources from the internet related to research. The sampling technique used purposive sampling. Data analysis technique was performed using multiple linear regression analysis. The results of the study stated that product quality had a positive effect on purchasing decisions for Mizuno shoes for volleyball athletes. Price has no effect on the purchasing decision of Mizuno shoes for volleyball athletes. Brand awareness has a positive effect on purchasing decisions for Mizuno shoes for volleyball athletes. Adjusted R square of 0.648 (64.8%) indicates that the variables of product quality, price, and brand awareness contribute 64.8% to the purchasing decision variable, while the remaining 35.2% is explained by other variables not included in the this research.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HF Commerce |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 09 Jan 2024 02:58 |
| Last Modified: | 09 Jan 2024 02:58 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/488 |
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