Abstract
The purpose of the study was to analyze the influence of brand personality on purchasing decision for Nile shoes in the city of Ambon. this research is a descriptive research. The population in this study are users of nike shoes in Ambon city. And The Number Of Sampel Is 100 respondents.By using a questionnaire as a data collection tool. Taking the sample using non probability sampling with the data analysis method used is multiple linear regression. Based on the results of multiple linear regression test that the brand personality variable has a positive and significant effect on the decision of 0,396 which means that the brand personality variable is considered important when consumers will make a decision to buy nike shoes.
Highlights
Fashion developments are constantly evolving, as are the current shoe trends
Various shoes with unique and beautiful trends have sprung up, such as formal style shoes that had become a trend in 2013 which are usually widely used by men and women to go to formal and semi-formal events
Shoes are a type of footwear which usually consists of the soles, heels, hood, laces and tongue (Pabichara: 2013)
Summary
Fashion developments are constantly evolving, as are the current shoe trends. Following the latest trends is a must. Various shoes with unique and beautiful trends have sprung up, such as formal style shoes that had become a trend in 2013 which are usually widely used by men and women to go to formal and semi-formal events. Shoes are a type of footwear which usually consists of the soles, heels, hood, laces and tongue (Pabichara: 2013). Made of canvas or leather that covers all parts from the toes, instep to the heel. The grouping of shoes is usually done based on the function or type such as: formal shoes (party), casual shoes (casual), dance shoes, sports shoes, work shoes, orthopedic shoes and minimalist shoes. Shoes have become a basic need from children to adults
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