The Contribution of Brand Image in Influencing Ventela Shoes Purchasing Decisions in the Context of Fashion Entrepreneurship Among Students at Universitas Negeri Makassar

Abstract

This study aims to determine the contribution of brand image in influencing purchasing decisions for Ventela shoes in the context of fashion entrepreneurship among students at Universitas Negeri Makassar. This research is a quantitative study with a descriptive approach using a survey method. The population in this study consisted of 65 students at Universitas Negeri Makassar who are currently using or have used Ventela shoes. The sampling technique used non-probability sampling with a saturated sampling method. Data were collected through questionnaires. Data analysis techniques used include validity and reliability tests, classical assumption tests (normality tests and linearity tests), simple linear regression analysis, t-tests, and coefficient of determination (R²) tests. The results of the study indicate that brand image has a positive and significant effect on purchasing decisions. In addition, the results of the coefficient of determination test show an R² value of 0.595, which means that the brand image variable is able to explain 59.5% of the variation in purchasing decisions, while the remaining 40.5% is influenced by other factors outside the study. These findings indicate that a positive brand image contributes to increasing purchasing decisions for Ventela shoes and reinforces the importance of branding strategies as part of developing fashion entrepreneurship.