The influence of brand image and product quality towards customer purchase decision of Wakai shoes in Medan

Angreny, Vivianie (2021) The influence of brand image and product quality towards customer purchase decision of Wakai shoes in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

There are some challenges that fashion industry has to face in order to provide good quality products and to maintain and enhance their brand image so that they can make the customer interested in purchasing while competing with other well-established competitors. This research aims to examine the effect of brand image and product quality on purchase decision of Wakai shoes in Medan Indonesia. The population of this study consists of 384 respondents domiciled in Medan who were picked to complete an online survey using non-probability sampling method. 63% of the respondents were women and 37% were men. Strong majority of the respondents were 18-25 years old with 72%. 57% of the respondents were students and 27% were employed. This research is considered descriptive quantitative research. The data analysis methods that are being used in this research are descriptive statistic, validity and reliability test, classical assumption test, and multiple linear regression analysis using SPSS V.25. The adjusted R-square value showed that purchase decision of Wakai shoes is influenced 63,3% by brand image and product quality. The results obtained from the F-test showed that customer purchase decision of Wakai shoes is statistically significantly positively influenced by both brand image and product quality simultaneously in Medan. T-test showed that brand image has statistically significant positive partial influence on purchase decision of Wakai shoes in Medan, T-test also showed that product quality has statistically significant positive partial influence on purchase decision of Wakai shoes in Medan. Regression coefficient showed that one unit of change in brand image has 0,307 units of change in purchase decision, and one unit of change in product quality has 0,332 units of change in purchase decision. Thus, the most important variable is product quality, so it is important for Wakai to make it their priority, but also focus on brand image, as it is also significant./ Ada beberapa tantangan yang harus dihadapi industri fashion untuk menyediakan produk yang berkualitas baik dan untuk mempertahankan dan meningkatkan citra merek mereka sehingga dapat membuat pelanggan tertarik untuk membeli sekaligus bersaing dengan pesaing mapan lainnya. Penelitian ini bertujuan untuk menguji pengaruh citra merek dan kualitas produk terhadap keputusan pembelian sepatu Wakai di Medan Indonesia. Populasi penelitian ini terdiri dari 384 responden yang berdomisili di Medan yang dipilih untuk mengisi survei online dengan menggunakan metode sampel non probabilitas. 63% responden adalah wanita dan 37% adalah pria. Sebagian besar responden berusia 18-25 tahun dengan 72%. 57% responden adalah mahasiswa dan 27% bekerja. Penelitian ini termasuk penelitian deskriptif kuantitatif. Metode analisis data yang digunakan dalam penelitian ini adalah statistik deskriptif, uji validitas dan reliabilitas, uji asumsi klasik, dan analisis regresi linier berganda menggunakan SPSS v.25. Nilai Adjusted R-square menunjukkan bahwa keputusan pembelian sepatu Wakai dipengaruhi 63,3% oleh citra merek dan kualitas produk. Hasil yang diperoleh dari uji-F menunjukkan bahwa keputusan pembelian konsumen sepatu Wakai secara statistik positif signifikan dipengaruhi oleh citra merek dan kualitas produk secara simultan di Medan. Uji-t menunjukkan bahwa secara statistik citra merek positif signifikan berpengaruh terhadap keputusan pembelian sepatu Wakai di Medan, uji-t juga menunjukkan bahwa secara statistik kualitas produk positif signifikan secara berpengaruh terhadap keputusan pembelian sepatu Wakai di Medan. Koefisien regresi menunjukkan bahwa satu unit perubahan citra merek berpengaruh 0,307 unit pada keputusan pembelian, dan satu unit perubahan kualitas produk berpengaruh 0,332 unit pada keputusan pembelian. Dengan demikian, variabel yang paling penting adalah kualitas produk, jadi penting bagi Wakai untuk menjadikannya prioritas mereka, tetapi juga fokus pada citra merek, karena juga signifikan.

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