Yulangga, Hafiyyan Valda (2024) Pengaruh Healthy Life dan Brand Image terhadap Keputusan Pembelian Sepatu Olahraga Merek Local di Kota Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

In this modern era, the world of sports is very popular and presents an opportunity to open a new business in Indonesia. Among the various fashion products, shoes are one of the most popular products among Indonesians. Starting from the types of shoes hells, wedges, flat shoes, sneakers, oxfords, loafers, boots, etc. Sports shoes are increasingly active and always make the latest innovations in producing quality sports shoe products so that everyone recognises the reliability of local sports shoe products. However, local sports shoe products are still underestimated by the public. The purpose of this study was to determine which dominant among healthy life and brand image influences the decision to purchase local brand sports shoes in Malang City. This study uses a questionnaire method given to users of local brand sports shoes in Malang City. The hypothesis of this study is that there is a simultaneous influence on healthy life and brand image in the purchase decision of local brand sports shoes in Malang City, there is a partial influence on healthy life and brand image in the purchase decision of local brand sports shoes in Malang City and Healthy life has a dominant effect on purchasing decisions for local brand sports shoes in Malang City. The results of this research Healthy Life and Brand Image simultaneously influence the decision to purchase local brand sports shoes in Malang City. Then partially Healthy Life has an effect on Purchasing Decisions for Local Brand Sports Shoes in Malang City, Brand image has a very significant influence on purchasing decisions for local brand sports shoes in Malang City and Healthy life has a dominant effect on purchasing decisions for local brand sports shoes in Malang City. In the correlation test, significant results were obtained with a value of 0.000 <0.05, which means that all variables tested on purchases.

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