ANALISIS PENGARUH PRODUCT QUALITY PRICE FAIRNESS DAN BRAND PERSONALITY SERTA FOREIGN BRAND TERHADAP PURCHASE DECISION MELALUI ATTITUDE DAN INTENTION PADA PENGGUNA SEPATU AIRWALK DI KOTA SAMARINDA --

ABSTRAK
PENGARUH PRODUCT QUALITY PRICE FAIRNESS DAN BRAND PERSONALITY
SERTA FOREIGN BRAND TERHADAP PURCHASE DECISION MELALUI
ATTITUDE DAN INTENTION PADA PENGGUNA SEPATU AIRWALK DI KOTA
SAMARINDA
MUHAMMAD LUTHFI YUSUF KASMO
Penelitian ini bertujuan untuk menganalisa analisis pengaruh product quality
price fairness dan brand personality serta foreign brand terhadap purchase decision
melalui attitude dan intention pada pengguna sepatu airwalk di kota samarinda.
Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan path analysis
yang diolah dengan software SPSS Statistic 23 dan Structural Equation Modelling
(SEM) dengan software IBM AMOS 23. Sampel yang digunakan dalam penelitian ini
berjumlah 196 sampel yang diambil dari pengguna sepatu merek Airwalk di Kota
Samarinda. Dalam penelitian ini dilakukan uji instrument yang terdiri dari uji validitas dan
uji reliabilitas, uji asumsi menggunakan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa Product Quality, Price
Fairness, Brand Personality, serta Foreign Brand berpengaruh signifikan terhadap
Attitude, Product Quality berpengaruh signifikan terhadap Intention, Price Fairness,
Brand Personality, Foreign Brand berpengaruh tidak signifikan terhadap Intention,
Attitude berpengaruh signifikan terhadap Intention, Attitude berpengaruh tidak signifikan
terhadap Purchase Decision, Intention berpengaruh signifikan terhadap Purchase
Decision pada pengguna sepatu merek Airwalk di Kota Samarinda.
Kata Kunci: Product Quality, Price Fairness, Brand Personality, Foreign Brand, Attitude,
Intention, Purchase Decision
ABSTRACT
THE INFLUENCE OF PRODUCT QUALITY PRICE FAIRNESS AND BRAND
PERSONALITY AND FOREIGN BRAND ON PURCHASE DECISION THROUGH
ATTITUDE AND INTENTION ON AIRWALK SHOES USERS IN SAMARINDA CITY
MUHAMMAD LUTHFI YUSUF KASMO
This study aims to analyze the effect analysis of product quality price fairness
and brand personality and foreign brands on purchase decisions through attitude and
intention of airwalk shoe users in Samarinda city. This study used a quantitative
approach using path analysis which was processed with SPSS Statistic 23 software and
Structural Equation Modeling (SEM) with IBM AMOS 23 software. The sample used in
this study consisted of 196 samples taken from users of Airwalk brand shoes in
Samarinda City. In this study, instrument tests were carried out which consisted of
validity and reliability tests, assumption tests using estimation tests and structural model
fit tests.
Based on the structural model, it can be proven that Product Quality, Price
Fairness, Brand Personality, and Foreign Brand have a significant effect on Attitude,
Product Quality has a significant effect on Intention, Price Fairness, Brand Personality,
Foreign Brand has no significant effect on Intention, Attitude has a significant effect on
Intention, Attitude has no significant effect on Purchase Decision, Intention has a
significant effect on Purchase Decision for users of Airwalk brand shoes in Samarinda
City.
Keywords: Product Quality, Price Fairness, Brand Personality, Foreign Brand, Attitude,
Intention, Purchase Decision