Analisis Pengaruh Merek Dan Bintang Iklan Terhadap Keputusan Pembelian Sepatu Olahraga Merek Nike Tahun 2017

ABSTRACT Purchasing decisions can be influenced by many factors including brand and ad stars. The object of this research is Nike brand sports shoes. The purpose of this study is to determine the effect of brand and advertising stars on the purchase decision of Nike brand sports shoes. The population in this study are students of the Faculty of Economics and Business of Muhammadiyah University of Surakarta who have Nike brand sports shoes. The sample in this research is 50 respondents. Methods of data collection using questioners. Technical analysis of data using multiple linear regression, From the analysis of each variable can be seen that Variable ad stars have no significant effect on purchasing decisions. And it can be seen also that brand variables affect the purchase decision. 25.1% of purchasing decision variables can be explained by brand and ad stars. Thus, it is recommended that Nike brand sports shoes manufacturers should pay attention to brands in order to gain market share in sports shoes. Keywords: purchase decision, brand, ad sta