PENGARUH PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP NIAT PEMBELIAN SEPATU ADIDAS

In this era of globalization of business competition becomes very sharp, both in the national market (domestic) or international or global markets, arising as a result of competition in offering quality products at a price that can compete in the market. Creating quality products and loved a challenge for companies, as well as competitive prices which is also a challenge for the company. The purpose of this study was to analyze the effect of product quality and price on purchase intention of Adidas shoes among the students in Yogyakarta. This study uses the variable Quality Products (X1) and Price (X2), and Purchase Intention (Y). Variable measurement techniques using an interval scale, responses or opinions expressed by the question of scoring values were in the range of 1 to 5 on each scale. The population in this study were students in Yogyakarta ever buy and wear Adidas shoes in Yogyakarta. Samples were taken by 160 respondents. But, good questionnaires are 149. The data used are primary data is data that is based on the results of the questionnaire respondents. The analysis used is multiple regression analysis. Based on the results of studies that have been conducted have found that: a). Product Quality has positive effect on purchase intention factors are acceptable. b). Price factor has positive effect on purchase intention factors are acceptable