Pengaruh Brand Image dan Harga terhadap Keputusan Pembelian Sepatu Converse di Kecamatan Bekasi Utara

Nauval Ramadhani; Joseph Martinio Jocrien Renwarin; Widi Winarso

doi:10.55681/economina.v3i9.1482

Authors

Nauval Ramadhani Universitas Bhayangkara Jakarta Raya
Joseph Martinio Jocrien Renwarin Universitas Bhayangkara Jakarta Raya
Widi Winarso Universitas Bhayangkara Jakarta Raya

DOI:

https://doi.org/10.55681/economina.v3i9.1482

Keywords:

Brand Image, Price, Purchasing Decisions

Abstract

Converse shoes have entered the market at city and sub-district level in major cities in Indonesia. It's a shame it hasn't reached its full potential in the city of Bekasi. This research was used to determine the influence of brand image and price on shoe purchasing decisions in North Bekasi. This research is quantitative research. The sample is a purposive sampling technique. Data was distributed via gfrom to 100 respondents, where the objects used were consumers who had previously purchased shoes. The number of samples used in this research was 100 respondents. The data management used in this research is hypothesis testing using SmartPLS 4.0 software. The results of this research explain that the brand image variable has a positive effect on purchasing decisions, and price has a positive effect on purchasing decisions. This research suggests that every company should re-evaluate improving brand image, setting appropriate prices, and encouraging positive purchasing decisions among consumers.

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