Driving Consumer Choices Impact of Product Quality, Price, and Brand Awareness on Aerostreet Footwear Purchases

Abstract

This study examines the influence of product quality, price, and brand awareness on consumer purchasing decisions for Aerostreet footwear in Yogyakarta. The research adopts a quantitative approach, utilizing a structured online survey to gather data from 200 respondents who have purchased Aerostreet shoes within the last six months. The findings indicate that product quality significantly affects purchasing decisions, with durability, comfort, and design being the most valued attributes. Price sensitivity also plays a significant role, with consumers emphasizing value for money when choosing footwear. Brand awareness was found to positively influence purchasing decisions, as greater familiarity with the brand increased consumer trust and purchase likelihood. The study confirms the importance of integrating product quality, pricing strategies, and brand awareness in developing marketing strategies for local brands like Aerostreet to compete effectively in a competitive market. This research contributes to existing literature by applying the Stimulus-Organism-Response (S-O-R) theory to the context of consumer behavior in the footwear industry, providing practical insights for local brands seeking to enhance consumer engagement and boost sales.