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) |
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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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