PENGARUH PRODUCT QUALITY, BRAND IMAGE & PRICE TERHADAP KEPUTUSAN PEMBELIAN SEPATU VOLLY MEREK MIZUNO DI CLUB VOLI V9 WONOGIRI

Abstract

Current developments have entered the era of high technology. Technological developments have a positive impact on many things. In sports, technological advances can encourage athletes to achieve more and more. Sports shoes are a very important sports support tool. This research aims to analyze the influence of Product Quality, Brand Image and Price on the decision to purchase Mizuno brand volleyball shoes at the V9 Wonogiri volleyball club. The research method used was a survey via a questionnaire distributed to respondents who were consumers of Mizuno volleyball shoes at the V9 Wonogiri volleyball club. This research sample consisted of 100 respondents in the Wonogiri area. Before being analyzed, a test was first carried out on the research instrument which included validity and reliability tests. Next, data analysis was carried out using multiple linear regression, t test, f test and analysis of the coefficient of determination. The research results show that Product Quality, Brand Image, and price have a significant influence on the decision to purchase Mizuno brand volleyball shoes at the V9 Wonogiri club. The managerial implication of this research is the importance of companies paying attention to and improving Product Quality, Brand Image and Price in order to increase consumer purchasing decisions for Mizuno brand volleyball shoes. This research contributes to the understanding of the factors that influence purchasing decisions in the sports shoe industry, especially Mizuno brand volleyball shoes.