SKRIPSI: Pengaruh Product Quality, Brand Image, Dan Celebrity Endorser terhadap Keputusan Pembelian Sepatu Olahraga Ortuseight di Yogyakarta

Bayu Yudhantara, Purnama (2023) SKRIPSI: Pengaruh Product Quality, Brand Image, Dan Celebrity Endorser terhadap Keputusan Pembelian Sepatu Olahraga Ortuseight di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the effect of product quality, brand image, and celebrity endorsers on purchasing decisions for Ortuseight shoes in Yogyakarta. The sampling technique in this study used a non-probability sampling technique with a total of 105 respondents. Methods of data analysis using validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear test, F test, t test and coefficient of determination test using the IBM SPSS Statistics 29 Program. The results showed that product quality has a positive effect on decisions purchases, brand image has no effect on purchasing decisions, and celebrity endorsers have a positive effect on purchasing decisions for Ortuseight shoes in Yogyakarta. With Adjusted R2 of 25%, which means product quality, brand image, and celebrity endorser contribute 25% to purchasing decisions, while the remaining 75% is explained by other variables not included in this study.

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