Pengaruh Citra Merek, Produk dan Distribusi Terhadap Keputusan Pembelian Sandal Eiger Di Kota Padang

Abstract

The purpose of this study was to inversigate the effect of brand image, product, and
distribution on consumer buying decision of Eiger in Padang City. The study
population is all consumers who purchased Eiger during period of December 2013 to
January 2014. The numbers of useful respondent were accounted for 192 consumers.
In order to test hypotheses, this study conducted multiple regression analysis by using
Statistical Package for Social Science (SPSS) version 16.0. The results of analysis
displayed that 1) brand image positively and significantly impacted consumer buying
decision. 2) product positively and significantly impacted consumer buying decision,
and 3) distributtion positively and significantly impacted consumer buying decision.
4) Distribution was registred to have the strongest effect on consumer buying
decision, then followed by the variables of brand image and product respectively. The
findings of this study provided practical contribution and recommendation to
enhancing practices of distribution, brand image, and product.
Keywords: Brand Image, Product, Distribution, and Cunsumer Buying Decision.