The Effect of Brand Image, Design, Price and Product Quality on the Purchase Decision of Aerostreet Shoes in Surakarta

Christina Indah Puspita Sari; Adcharina Pratiwi; Asih Handayani

doi:10.59890/ijaeam.v3i5.75

Authors

Christina Indah Puspita Sari Slamet Riyadi University, Surakarta
Adcharina Pratiwi Slamet Riyadi University, Surakarta
Asih Handayani Slamet Riyadi University, Surakarta

DOI:

https://doi.org/10.59890/ijaeam.v3i5.75

Keywords:

Brand Image, Design, Price, Product Quality

Abstract

This study looks at how brand image, design, price, and product quality affect people's choice to buy Aerostreet shoes in Surakarta. The research uses a quantitative method with surveys. The sample included 100 people chosen through purposive sampling, which means they were consumers who had bought and used Aerostreet shoes. Questionnaires were used to collect data, and SPSS was used for multiple linear regression analysis. The results demonstrate that the choice to purchase Aerostreet shoes is significantly influenced by price, design, brand image, and product quality. On their own, price is the biggest factor influencing the purchase decision, followed by brand image, design, and product quality. Together, these four factors explain 54.7% of the variation in buying decisions, while the other 45.3% is due to factors not covered in the study. The study's results suggest that Aerostreet should work on improving its brand image, coming up with new designs, keeping the product quality consistent, and keeping prices competitive to encourage more people to buy their shoes

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