ABSTRACT

Satrio Agung Wisesa (2024). The Influence of Brand Image, Price and Product Design on Purchase Decisions for Nike Air Jordan in Banjarmasin.

Supervisor: RR Yulianti Prihatiningrum

This research aims to analyze: (1) the influence of Brand Image on purchase decisions, (2) the influence of Price on purchasesdecision, (3) the influence of Product Design on Purchase decisions

This research uses quantitative research methods with techniquespurposive sampling. The population and sample in this study were Nike Air Jordan shoe users in Banjarmasin with a sample size of 120 respondents.Data analysis was carried out using multiple linear regression.

The results of this research show that Brand Image has an influencePositive and significant for purchase decisions. Price has influencePositive and significant for purchase decisions. Product Design has a positive and significant influenceregarding purchase decisions

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Keywords: Brand Image, Price, Product Design, Purchase Decision.