Penelitian ini bertujuan untuk menganalisis pengaruh Harga, Kualitas Produk Dan Citra Merek Terhadap Minat Beli Sepatu Merek Ventela Di Kota Tarakan. Metode penelitian yang digunakan adalah penelitian kuantitatif dengan pengumpulan data melalui kuesioner kepada 200 Mahasiswa di Universitas Borneo Tarakan. Metode analisis data dilakukan menggunakan teknik regresi berganda untuk menentukan hubungan antara variabel independen Harga, Kualitas Produk dan Citra Merek dan variabel dependen Minat Beli. Hasil penelitian menunjukkan bahwa Harga, Kualitas Produk dan Cittra Merek secara positif dan signifikan mempengaruhi Minat Beli pada Sepatu Merek Ventela.

Kata Kunci : Harga, Kualitas Produk, Citra Merek, Minat Beli

This research aims to analyze the influence of price, product quality, and brand image on interest in buying Ventela brand shoes in Tarakan City. The research method used is quantitative research by collecting data through questionnaires to 200 students at Borneo Tarakan University. The data analysis method was carried out using multiple regression techniques to determine the relationship between the independent variables Price, Product Quality, and Brand Image and the dependent variable Buying Interest. The research results show that Price, Product Quality, and Brand Image positively and significantly influence Buying Interest in Ventela Brand Shoes. Keywords: Price, Product Quality, Brand Image, Buying Interest