THE INFLUENCE OF PRODUCT QUALITY, PRICE, AND PRODUCT DESIGN ON CONSUMER PURCHASING DECISIONS OF EIGER PRODUCTS

Krido Eko Cahyono

Penulis

Krido Eko Cahyono Universitas Pembangunan Nasional Veteran Jawa Timur

Kata Kunci:

Product, Price, Design, Purchasing Decisions

Abstrak

This research aimed to determine the effect of product quality, price and product design on the purchasing decisions of Eiger products in 2022. The independent variables were product quality, price and product design, whilst the dependent variable was purchasing decisions. The research was quantitative. Furthermore, the data collection technique employed purposive sampling, wherein the sample was selected based on specified criteria. Additionally, the data collection instrument utilised questionnaires. The questionnaires were distributed to 100 respondents as the sample. Additionally, the data analysis technique employed multiple linear regression using SPSS (Statistical Product and Service Solutions) 25. The results concluded that product quality had a significant effect on purchasing decisions regarding Eiger products. Similarly, price had a significant effect on purchasing decisions regarding Eiger products. Likewise, product design had a significant effect on purchasing decisions regarding Eiger products..

Referensi

Ghozali, I. 2016. Application of Multivariate Analysis with SPSS. Eighth Edition. Diponegoro University Press. Semarang.

Khuri, A. 2020. Analysis of the Influence of Brand Image, Product Quality, Price and Halal Labelling on Coffee Purchase Decisions with Knowledge as a Moderating Variable. Undergraduate Thesis. Sharia Economics Programme, Faculty of Islamic Economics and Business, State Islamic Institute of Salatiga. Salatiga.

Kotler, P. and K., L. Keller. 2009. Marketing Management. Erlangga. Jakarta

. and . 2012. Marketing Management, 12th Edition. Erlangga. Jakarta

Meutia, I. K., Hadita, and W. Widjarnarko. 2021. The Impact of Brand Image and Price on the Purchase Decision of Miniso Products. Journal of Technopreneurship on Economics and Business Review 2(2): 75–87.

Nur’aeni and Supartono. 2022. The Influence of Product Quality, Brand Image, and Product Design on the Purchase Decision of the Honda Beat Motorcycle. Dimensi 11(1): 73–86.

Poespa, A. A. R., R. Cahyono, and V. Marid. 2020. The Influence of Product Quality, Price Perception, and Promotion on the Purchase Decision of Marina Lotion. Journal of the Faculty of Economics and Business, UMAHA 3(1): 212–223.

Prasetiyo, A. R. and A. L. Andjarwati. 2021. Analysis of Hedonic Lifestyle, Price, and Product Quality and Their Influence on Bicycle Purchase Decisions During the Covid-19 Pandemic. Journal of Management Science 9(3): 990-1001.

Siregar, P. N. U. S., J. Sinaga, and D. S. Sinaga. 2022. The Influence of Product Quality, Promotion and Product Design on the Purchase Decision of Yamaha Mio Motorcycles at PT. Alfa Scorpi Bilal Medan. Darma Agung Journal 30(1): 107-117.

Sugiyono. 2017. Educational Research Methods (Quantitative, Qualitative, R&D Approaches). Alfabeta.

Bandung.

Tjiptono, F. 2008. Marketing Strategy. Third Edition. Andi Publishers. Yogyakarta.

. 2015. Marketing Strategy. Fourth Edition. Andi Publishers. Yogyakarta.

, and G. Chandra. 2012. Strategic Marketing. Second Edition. Yogyakarta.