PENGARUH DESAIN PRODUK, PERSEPSI HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU BASKET MEREK NIKE PADA MAHASISWA ANGGOTA UKM BOLA BASKET SE-DIY (STUDI KASUS PADA MAHASISWA ANGGOTA UKM BOLA BASKET SE-DIY)

Abstract

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh desain produk, persepsi harga, dan citra merek terhadap keputusan pembelian sepatu basket merek Nike pada mahasiswa anggota UKM bola basket se-DIY. Jenis penelitian ini adalah survei. Populasi pada penelitian ini adalah seluruh anggota UKM bola basket se-DIY. Teknik pengambilan sampel menggunakan metode purposive sampling dengan jumlah sampel sebanyak 200 orang. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Teknik analisis data adalah regresi berganda. Hasil penelitian ini menunjukkan bahwa: (1) terdapat pengaruh positif desain produk terhadap keputusan pembelian; (2) terdapat pengaruh positif persepsi harga terhadap keputusan pembelian; (3) terdapat pengaruh positif citra merek terhadap keputusan pembelian; dan (4) terdapat pengaruh positif desain produk, persepsi harga, dan citra merek terhadap keputusan pembelian.

Kata kunci: Desain Produk, Persepsi Harga, Citra Merek, Keputusan Pembelian

Abstract

This study aimed to determine the effect of product design, price perception and brand image on purchasing decision of Nike basketball shoes brand image in DIY student organization basketball member. This research was a survey. The population in this study were all members student of DIY student organization basketball member. Sample selection technique with purposive sampling method with a sample size of 200 people. Data collection techniques used questionnaires that have been tested for validity and reliability. The data analysis technique was regression. The results of this study indicated that: (1) there was a positive influence of product design on purchasing decisions; (2) there was positive influence of price perception on purchase decisions; (3) there was a positive influence of brand image to purchasing decision; and (4) there was a positive effect of product design, price perception and brand image to the purchasing decision.

Keywords: Product Design, Perceptions of Price, Brand Image, Purchase Decision