Pengaruh citra merek, kualitas produk, word of mouth terhadap keputusan pembelian sepatu converse di Jakarta=the influence of brand image, product quality and word of mouth on converse shoes buying decision in Jakarta

Purwanto, Felicya Novita (2021) Pengaruh citra merek, kualitas produk, word of mouth terhadap keputusan pembelian sepatu converse di Jakarta=the influence of brand image, product quality and word of mouth on converse shoes buying decision in Jakarta. Bachelor thesis, Universitas Pelitas Harapan.

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Abstract

Penelitian ini untuk mengetahui pengaruh positif faktor situasional dan non situasional yang terdiri dari antara brand image, kualitas produk, dan word of mouth pada keputusan pembelian sepatu Converse di Jakarta. Pada tahun belakangan perusahaan ritel fashion mengalami penurunan penjualan, fashion bukan hanya pakaian yang digunakan setiap orang, melainkan sepatu juga termasuk dalam fashion itu sendiri dan menjadi highlight dalam berpakain. Namun penjualan sepatu Converse mengalami penurunan di tahun 2020, yang mempengaruhi terjadinya penurunan tersebut salah satunya karena pandemic Covid-19 yang menyebar ke seluruh dunia khususnya di Indonesia. Pada Tahun 2020 pendapatan Converse menurun sebanyak $60 million USD. Oleh karena itu, peneliti melakukan penelitian ini sehingga dapat mengetahui apakah brand image, kualitas produk, word of mouth memiliki pengaruh pada keputusan pembelian sepatu Converse di Jakarta. dalam pengambilan sampel Teknik yang dipilih adalah non probability sampling dengan purposive sampling yang dimana responden merupakan konsumen yang pernah melakukan pembelian sepatu Converse di Jakarta dengan jumlah 390 responden. Data kemudian diolah menggunakan perangkat lunak Smart PLS dengan menggunakan Partial Least Square – Structural Equation Model. Hasil dari penelitian menunjukkan bahwa variabel brand image, kualitas produk dan word of mouth berpengaruh secara positif terhadap terhadap keputusan seseorang./This study is to determine the positive influence of situational and non- situational factors consisting of brand image, product quality, and word of mouth on purchasing decisions for Converse shoes in Jakarta. In recent years fashion retail companies have experienced a decline in sales, fashion is not only the clothes that everyone wears, but shoes are also included in fashion itself and become a highlight in clothing. However, sales of Converse shoes experienced a decline in 2020, which influenced the decline, one of which was due to the Covid-19 pandemic which had spread throughout the world, especially in Indonesia. In 2020 Converse's revenue decreased by $ 60 million USD. Therefore, the researchers conducted this research so that they could find out whether the brand image, product quality, word of mouth had an influence on the purchasing decision of Converse shoes in Jakarta. In sampling, the technique chosen was non- probability sampling with purposive sampling, in which the respondents were consumers who had purchased Converse shoes in Jakarta with a total of 390 respondents. The data is then processed using Smart PLS software using Partial Least Square - Structural Equation Model. The results of the study indicate that the variables brand image, product quality and word of mouth have a positive effect on a person's decision.

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