ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DESAIN PRODUK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SARUNG TINJU MEREK “AN-DA” DI JAWA TENGAH
Abstract: Sports is very
important today and has become a worldwide trend, with this phenomenon there is
also an increasing trend in sports product. This study aims to analyze the
influence of product quality, price, product design, and word of mouth of AN-DA
boxing gloves purchase decision in Central Java. Product quality, price,
product design, and word of mouth are matters that are considered before buying
a pair of boxing gloves and are providing value to customers in choosing boxing
gloves that have become the needs for athletes in Central Java.
Sampling method used in this study is purposive sampling. Data were
collected from 100 respondents who have met the criteria of ever purchasing and
using AN-DA boxing gloves and are domiciled in Central Java. The analytical
methods used in this study include validity test, reliability test, classic
assumption test, multiple linear regression analysis, coefficient determination
test, F test and t test using IBM SPSS Statistics version 24.
The results show that the variables of product quality, price, product
design, and word of mouth have positive and significant impact on purchase
decision by the regression equation. Product quality is the most influential
variable on purchasing decisions followed by product design, price and word of
mouth. Four independent variables are contributing 66.2% to the purchase
decision. While the remaining 33.8% is influenced by other variables outside of
this study.
Keywords: product quality,
price, product design, and word of mouth, purchase decision
Penulis: Faisal Firdaus, Budi
Sudaryanto
Kode Jurnal: jpmanajemendd170936
