Pengaruh Citra Merek, Pengetahuan Produk, Persepsi Kualitas dan Gaya Hidup Terhadap Niat Beli Sepatu Converse Di Kalangan Mahasiswa Fakultas Ekonomika Dan Bisnis Universitas Wijayakusuma Purwokerto

Abstract

This research aims to partially determine the influence of brand image, product knowledge, perceived quality and lifestyle on the intention to purchase Converse shoes among students at the Faculty of Economics and Business, Wijayakusuma University, Purwokerto. The sampling technique used was accidental sampling and a sample of 97 samples was obtained. The data analysis tool used is multiple linear regression analysis. Data analysis uses multiple linear regression analysis. The results of the research show that Brand Image has a significant positive effect on purchase intention. Product knowledge has a significant positive effect on purchase intention, Quality perception has a significant negative effect on purchase intention, Lifestyle has a significant positive effect on purchase intention.