Pengaruh Produk dan Citra Merek Terhadap Keputusan Pembelian Sepatu Futsal Merek Specs pada Toko Arena Sport Medan

Abstract

The purpose of the study is to identify the effect of product and brand image towards buying decision of futsal shoes specs brand at Arena Sport Shop Medan. The method used in this study is the associate research which relating two variables or more. The study determines the population of the study are 70 respondents. Then, by utilizing the saturated sampling method, the study determines 70 participants as the sample size which are all the coming and buying futsal shoes specs brand consumer at Arena Sport Shop Medan. The outcome of the study is conducted on product variable t-test showed that tvalue (4.915) > ttable (1.667) with significance value 0.000 < 0.005. It can be infered that product variable is positively and significantly influencing buying decision. Then, brand image variable showed that tvalue (3.301) > ttable (1.667) with significance value 0.002 < 0.005. Thus, brand image variables is significantly influencing buying decision in partial. Furthermore, the F-test reveals that Fvalue (33.096) > Ftable (3.13) with significance value (sig. 0.000 < α 0.05), that H0 was rejected and H1 was accepted. Hence, it indicates that product and brand image simultaneously have the significance and a positive impact towards the buying decision variable. To find out the impact of free variable to bound variable was by using Determination Coefficient = R2 x 100%, so it gained Determination Coefficient = 48.2%. The determination test result showed that product and brand image had impact towards buying decision (bound variable) as 48.2%. Then, a total 51.8% might be contributed by other factors