The Influence of Brand Image, Brand Trust, and Product Quality on the Purchase Decision of Ventela Shoes in Batam City
Keywords:
Brand Image, Brand Trust, Product Quality, Purchasing Decision.Abstract
The competition in Indonesia's footwear industry has intensified alongside the growing fashion trends and increasing public awareness of local products. Ventela, as one of the well-known local shoe brands, continues to face consumer complaints regarding product quality, which may influence purchasing decisions. This study aims to analyze the effects of brand image, brand trust, and product quality on the purchasing decisions of Ventela shoes in Batam City, both partially and simultaneously. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 100 respondents selected using purposive sampling. The collected data were analyzed using multiple linear regression with the assistance of SPSS version 29. The results indicate that brand image, brand trust, and product quality have positive and significant effects on purchasing decisions. Simultaneously, these three independent variables significantly influence purchasing decisions, as indicated by an F-value of 36.978 and a significance level of less than 0.001. Among the independent variables, product quality was found to have the strongest influence on purchasing decisions. These findings suggest that improving product quality, strengthening brand image, and enhancing consumer trust are effective strategies for increasing consumers' purchasing decisions toward Ventela shoes in Batam City.
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