The Influence of Brand Image and Perceived Product Quality on Purchase Decisions of Specs Futsal Shoes in Sidoarjo

Abstract

Increasing competition in the futsal shoe industry necessitates that companies understand the factors influencing consumer purchasing decisions. Although Specs is a widely recognized local brand, preliminary survey results indicate that consumer perception of its product quality remains suboptimal. This study aims to determine the impact of brand image and perceived product quality on purchasing decisions for Specs futsal shoes in Sidoarjo. The study employs a quantitative approach using an associative method. The research population consists of consumers who have purchased or used Specs futsal shoes in Sidoarjo. The sample was selected using a purposive sampling technique. Data were collected via a Likert-scale questionnaire and analyzed using the Partial Least Squares (PLS) method. This research is expected to provide empirical evidence regarding the influence of brand image and perceived product quality on purchasing decisions, as well as offer insights for the company to enhance its marketing strategies.