PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BRAND CONVERSE PADA MAHASISWA INSTITUT TEKNOLOGI DAN BISNIS NOBEL INDONESIA

Hamsah Arsyad. 2025. The Influence of Price and Product Quality on Purchase Decisions for Converse Brand Among Students of Institut Teknologi dan Bisnis Nobel Indonesia, supervised by Hamdana and Nur Syamsinar Munir.
This study aims to analyze the influence of price and product quality on purchase decisions for Converse brand among students of Institut Teknologi dan Bisnis Nobel Indonesia. The study employed a quantitative approach using
questionnaires distributed to 95 students as respondents. Data analysis was conducted using multiple linear regression analysis to test the influence of each variable on purchase decisions.
The research findings indicate that price and product quality have a significant influence on purchase decisions, both partially and simultaneously.
However, the variable of product quality has a more dominant influence than price in affecting student purchase decisions. This finding has implications for Converse
brand in designing more effective marketing strategies, particularly in improving product quality and ensuring prices that align with students' purchasing power.