PENGARUH CITRA MEREK, KESADARAN MEREK, PERSEPSI KUALITAS DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU BOLA ADIDAS DI KOTA PADANG

Abstract

This study aimed to determine the effect of brand image, brand awareness, perceived quality, and brand loyalty on purchasing decisions adidas football boots in Padang. The sample in this study is that consumers who buy adidas football boots in the city of Padang, amounting to 100 people. The sampling technique is purposive sampling. The data used is primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Test the hypothesis by using the T-test statistical test to prove the effect of the independent variable onthe dependent variable partially or individual. The results of this study found that brand awareness does not significantly influence the purchasing decision of adidas football boots in the city of Padang, while the brand image, quality of the perception and brand loyalty significantly influence purchasing decisions adidas football boots in the city of Padang.
Keywords: brand image, brand awareness, perceived quality, brand loyalty, purchase decision