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Pengaruh Citra Merek Kualitas Produk Dan Desain Produk Terhadap Keputusan Pembelian Sepatu Converse (Studi Kasus Pada Mahasiswa Feb Unisma)

Jurnal Ilmiah Riset Manajemen

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Title Pengaruh Citra Merek Kualitas Produk Dan Desain Produk Terhadap Keputusan Pembelian Sepatu Converse (Studi Kasus Pada Mahasiswa Feb Unisma)
 
Creator Ulum, Fahrul
Widarko, Agus
ABS, M. Khoirul
 
Description ABSTRACTThe purpose of this study is to analyze the influence of brand image, product quality, and product design on purchasing decisions. This research uses quantitative methods by collecting data through questionnaires. The population of this research is FIS UNISMA students. The sampling technique uses purposive sampling with the criteria of FEB UNISMA students who know and use Converse shoes. Samples amounted to 71 respondents with questionnaire collection techniques. The technical data analysis of this research uses descriptive analysis techniques and multiple linear regression.The results of this study indicate that brand image (X1) has a positive and significant effect on purchasing decisions. Product quality (X2) influences but is not significant on purchasing decisions. Product Design has a positive and significant effect on purchasing decisions. Simultaneous brand image (X1), product quality (X2), and product design (X3) have a positive and significant effect on purchasing decisions.                                                                              Keywords : Brand Image, Product Quality, Product Design, Purchasing Decisions
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2020-02-08
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/6321
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 09 No. 10 Februari 2020
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/6321/5199
 
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