PENGARUH BRAND EQUITY, LIFESTYLE, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU GEOFF MAX DI NGADISIMO KOTA KEDIRI

Priyandani, Andy (2025) PENGARUH BRAND EQUITY, LIFESTYLE, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU GEOFF MAX DI NGADISIMO KOTA KEDIRI. Undergraduate thesis, Universitas Nusantara PGRI Kediri.

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Abstract

Tujuan penelitian ini untuk mengetahui pengaruh brand equity, lifestyle, dan variasi produk terhadap keputusan pembelian sepatu Geoff Max di Ngadisimo Kota Kediri. Metode yang digunakan dalam penelitian ini adalah kuantitatif. Teknik pengambilan sampel menggunakan teknik nonprobability sampling. Sampel yang diambil dalam penelitian ini adalah konsumen yang membeli dan memakai sepatu Geoff Max yang berjumlah 40 orang. Penelitian ini menggunakan teknik analisis asumsi klasik, regresi linier berganda dan uji hipotesis (uji t dan uji F). Hasil penelitian uji t menunjukkan bahwa variabel brand equity, lifestyle, dan variasi produk secara parsial berpengaruh signifikan terhadap keputusan pembelian. Berdasarkan hasil uji F diketahui bahwa variabel brand equity, lifestyle, dan variasi produk secara simultan berpengaruh signifikan terhadap keputusan pembelian

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand Equity, Lifestyle, Variasi Produk, Keputusan Pembelian
Subjects: 550 Economics > 570 Management science
550 Economics > 571 Management
550 Economics > 574 Marketing
Divisions: Fakultas Ekonomi dan Bisnis > S1-Manajemen
Depositing User: Andy Priyandani
Last Modified: 03 Aug 2025 16:39
URI: http://repository.unpkediri.ac.id/id/eprint/18389

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