PENGARUH HARGA, KUALITAS PRODUK, DESAIN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU FUTSAL SPECS DI KOTA PURWOKERTO

MUZAQI, MUHAMAD AFIF (2018) PENGARUH HARGA, KUALITAS PRODUK, DESAIN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU FUTSAL SPECS DI KOTA PURWOKERTO. Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

This research aims to find the effect of price, product quality, design, and brand image toward purchasing desicion of Specs’s futsal shoes in Purwokero. This quantitative research used on probability sampling technique, obtained through purposive sampling, a method determined based on certain criterias. Research’s population in Specs’s futsal shoes buyer in Purwokerto. Samples in this research are 104 respondents. Validity test, reliability test, classical assumption tets, multiple regression analysis, coefficient determination test, and hypotesis test are used to analyzed those variables in this research. The result shown as partial, price and product quality have unsignificant positive effect toward purchasing decision while design and brand image have significant positive effect toward purchasing decision. Furthermore, a simultaneous analysis results shown that price, product quality, design, and brand image have positive effect toward purchasing decision. Variability results 67,9% of all variables have effects toward purchasing decision.

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