THE EFFECT OF PRODUCT QUALITY, PRICE, AND LIFESTYLE ON THE INTEREST IN BUYING SKETCHER SHOES IN STUDENTS IN THE CITY OF TANGERANG, BANTEN PROVINCE

Abstract

This study aims to determine product quality, price, and lifestyle on the interest in buying sketcher shoes among students in Tangerang City, Banten Province. This type of research is descriptive quantitative with multiple regression analysis methods. The research population is all students in 5 (five) universities in Tangerang City who use Sketcher shoes. The sample in this study amounted to 150 respondents using purposive sampling. The results of the study partially show that product quality, price and lifestyle have a significant effect on buying interest. Product quality has a significant effect on buying interest because Sketcher shoes have benefits and use for various situations and conditions. They have very varied and unique motifs and models and are comfortable to use on the feet. Price has a significant effect on buying interest because the price of Sketcher shoes is very affordable according to their pocket money, which is still dependent on their parents. Lifestyle has a significant effect on buying interest because Sketcher shoes are in accordance with the lifestyle of Tangerang City students, namely flexible and practical, which can be used for daily activities on campus.