ANALISI PENGARUH CITRA MEREK, KUALITAS PRODUK DAN WORD OF MOUTH COMMUNICATION TERHADAP KEPUTUSAN PEMBELIAN ( STUDI KASUS : KONSUMEN SEPATU MEREK CONVERSE DIKOTA PADANG )

Abstract

The purpose of this study was to determine the effect of brand image, product quality and word of mouth communication on consumer purchasing decisions of the Converse brand shoes. The object of research is the consumer who used the Converse brand shoes in the city of Padang. This research is a descriptive study and using purposive sampling methode. The results of this study stated that the brand image, product quality and word of mouth communication significantly influence to consumer purchase decisions of the Converse brand shoes in the city of Padang.
Key Words:Consumer Purchasing Decisions