THE INFLUENCE OF BRAND IMAGE, LIFESTYLE AND PEER GROUP ON CONVERSE SHOES PURCHASE DECISIONS IN VOCATIONAL SCHOOL STUDENTS IN BATAM CITY

Abstract

Purchases of Converse sneakers and seasonal shoes are influenced by a number of factors, including customers' perception of the brand, their lifestyle, and the opinions of their associates. The purpose of this research is to find out how the perceptions of SMK Kartini Batam students on brand differences affect their shoe purchasing decisions. In order to collect information for this quantitative research, 120 students of SMK Kartini Batam City were asked to fill out a questionnaire. To ensure that the final hypothesis of this analysis is valid. The results of the F and T tests were compared to analyze the effect. Purchase choice was shown to be influenced by each of the independent variables and by all of the independent variables combined, as the findings show.