THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY, AND DIGITAL MARKETING ON AEROSTREET SHOE PURCHASING DECISIONS IN BATAM CITY

Abstract

Humans have three primary needs (food, clothing and shelter). As the times evolve, these three primary needs have expanded. Likewise with clothing, people not only need it as body protection but also have other purposes, one of which is fashion. Shoes are one of the fashion that is very concerned at this time, have many kinds according to their functions and are favored by many people, making many companies around the world competing to produce the best version of their shoes to attract customers. In this study, research will be conducted with the aim of finding out the effect of Brand Image, Product Quality and Digital Marketing on purchasing decisions for Aerostreet shoes in Batam City. The number of samples to be used is 204 people who have bought Aerostreet shoes who live in Batam City. Data collection was taken through filling out a questionnaire to respondents who had been sampled. The findings in this study state that there is a separate positive relationship between brand image, product quality, and digital marketing on purchasing decisions. It is also concluded that the three variables have an overall positive relationship to purchasing decisions.