PENGARUH KUALITAS, HARGA, CITRA MEREK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI DISTRO INDIGO JOMBANG

Abstract

ABSTRACT
The study was conducted to analyze the factors that affect consumers in
making purchasing decisions on Indigo product at Indigo store, Jombang. The
problem in this study is a decline sales in Indigo product for 3 months at Indigo
store, Jombang. Independent variables consist of Quality (X1), Price (X2), Brand
Image (X3), and Product design (X4) In the other hand, the dependent variable is
the Buying Decision (Y). In this study, observer take 100 respondents that were
taken by using a purposive sampling technique. Analysis using SPSS 16.0,
including, reliability test, validity test, classic assumptions test, multiple
regression analysis, hypothesis testing via the F and T test, and analysis of the
coefficient of determination (R ²). From the analysis of the regression equation
was obtained:
Prices showed the greatest regression coefficient. Price is the most
important factor influencing the purchase decisions of consumers who buy Indigo
product at Indigo store, Jombang. The third important factor is the brand image
and product design as the fourth factors that influence the purchase decision.
study.
Keywords: Quality, Price, Brand image, Product design, Purchase
Decision