THE INFLUENCE OF PRODUCT QUALITY, BRAND NAME, PROMOTION, AND PRICE TOWARDS CUSTOMER BUYING DECISION ON FIVE TOP IMPORTED SPORT SHOE IN BEKASI

Abstract

Doing a sport activity is one of the ways to make people health. To get the best result, it needs a support tool like sports shoes. This research is discussing about sports shoes industry, especially imported sports shoes. The researcher chooses Nike, Adidas, Reebok, Converse, and Fila as brands that will be studied. The problem in this research is what if product quality, brand name, promotion, and price can affect to the customer buying decision. The data is collected by distributing questionnaire to 250 customers of sports shoes product. The researcher is using quantitative analysis including validity and reliability test, classic assumption, and multiple regressions to test the hypothesis through the T – test and F – test and Coefficient of Correlation (R2). Hypothesis testing using T – test showed that two independent variables, product quality and brand name, significant influence toward customer buying decision as dependent variable. Then through the F – test, it proves that all independent variables (product quality, brand name, promotion, and price) have a significant influence towards customer buying decision. From the R2 test show the .385 indicates that 38.5% the dependent variable are influenced by independent variables, while the rest, 61.5% are influenced by other factors.