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Abstract

This study aims to analyze the influence of the brand (X1), price (X2), and product quality (X3) variables on the purchasing decision of shoes at Sport Station Banda Aceh, both simultaneously and partially. Data collection was conducted through the distribution of questionnaires to 133 respondents at Sport Station Banda Aceh. The data analysis method used is multiple linear regression, with the assistance of SPSS for Windows software. The results show that the brand (X1), price (X2), and product quality (X3) variables simultaneously have a significant effect on the purchasing decision of shoes at Sport Station Banda Aceh. This is evidenced by the calculated F value being greater than the F table value (58.291 > 3.06), indicating that the alternative hypothesis (Ha) is accepted. Partially, the brand variable (X1) significantly influences the purchasing decision, as proven by the calculated t value being greater than the t table value (1.987 > 1.656), thus the alternative hypothesis is accepted. The price variable (X2) also significantly influences the purchasing decision, as evidenced by the calculated t value being greater than the t table value (2.300 > 1.656), so the alternative hypothesis is accepted. Furthermore, the product quality variable (X3) also significantly influences the purchasing decision, as demonstrated by the calculated t value being greater than the t table value (2.536 > 1.656), thus the alternative hypothesis is accepted.

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