ANALISIS PENGARUH DESAIN, KUALITAS DAN VARIASI PRODUK TERHADAP KEPUTUSANPEMBELIAN TROPHY PADA SENTRA UMKM LENCANA DI DESA DEMAAN KUDUS

Sutarti Sutarti

Abstract


This research aims to analyze the effect of product design, product quality, and product variation against consumer purchasing decisions either partially or double. as well as analyzing the difference in consumer purchasing decisions. Type of this research is descriptive research statistics. Sample research i.e. respondents into consumer as much as 79 respondents. Test validitad test instrument use and test reliability. Data processing using scoring, editing, tabulating, coding, and the process of with the SPSS Program. The analysis of the data using multiple linear regression analysis, hypothesis testing includes test t, F-test, and the coefficient of determination. Results of the study concluded that (1) there is a positive and significant influence among design variables against the purchasing decision. (2) there is a positive and significant effect of the variable quality of products towards purchasing decisions. (3) there is a positive and significant effect of the variable product variation against purchasing decisions (4) Variable design, product quality, and product variations simultaneously positive significant effect against the purchasing decision.

Keywords


Design;quality;variety of products;and purchasing decisions

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