BRAND PERSONALITY, SELF CONGRUENCE, PERCEIVED QUALITY, PERCEIVED PRICE DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN SEPATU VANS DI SEMARANG

Abstract

ABSTRACT
Vans, Inc. is one of the most popular sneaker manufacturers from the United States
in Indonesia. Vans in their home country are mostly used by skateboarders with all the
characteristics, personalities, and lifestyles butin the otherside, in Indonesia, people with
very different characteristics, personalities, and lifestyles become users of VANS shoes.
This phenomenon is the basis forthisresearch. The purpose of thisstudyisto find out
what actually influences the decision to buy Vansshoes in Indonesia. Through brand
personality, self congruence, perceived price, or perceived quality.
This study uses quantitative methods and purposive sampling of respondents.
Respondents in this study were users of Vans shoes in the city of Semarang.The research
data was obtained from 107 respondents through the distribution of online questionnaires.
The data analysis technique used is regression analysiswith SPSS 17 analysis tool.
The results of this study indicate that there is a significant positive effect between
brand personality, self congruence, perceived price, perceived quality on the decision to
buy Vans shoes in Indonesia.