THE INFLUENCE OF EMOTIONAL VALUE AND PERCEIVED QUALITY ON THE DECISION TO PURCHASE VANS SHOES (CASE STUDY ON UMSU MECHANICAL ENGINEERING PROGRAM STUDENTS)

Authors

  • Kevin Tiowan

Abstract

This study aims to examine the effect of emotional value and perceived quality on purchasing decisions for vans shoes (case study of umsu mechanical engineering study program students). This study uses a quantitative approach method which is measured using multiple linear regression-based methods with the statistical spss program 23. Data collection was carried out by researchers by distributing questionnaires. The population in this study were students of the umsu mechanical engineering study program consisting of the 2021-2023 period, totaling 2,762 people. Data analysis techniques carried out using classical assumption tests, statistical tests, and hypothesis testing. based on the results of the study indicate that (1) emotional value has a positive and significant effect on purchasing decisions (2) perceived quality has a positive and significant effect on purchasing decisions (3) emotional value and perceived quality together (simultaneously) have a positive and significant effect on purchasing decisions.

References

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Published

2024-12-30

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