AGUSTIANINGSIH, WIDYA (2020) “ANALISIS KEPUTUSAN PEMBELIAN SEPATU BATA MELALUI KUALITAS PRODUK, PELAYANAN DAN DESAIN PRODUK .” (Studi pada Toko Sepatu Bata CBD Ciledug). S1 thesis, Universitas Mercu Buana.
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Abstract
This research was conducted to determine the analysis of the decision to buy brick shoes through product quality, service and product design. The object of this research is the consensus, CBD Ciledug shoe shop. This research was conducted on 140 respondents using quantitative descriptive methods. Therefore, the analysis of the data used is statistical analysis in the form of multiple linear regression tests. The results of this study indicate that partially and simultaneously, the variables of product quality, service, and product design purchasing decisions at the CBD Ciledug brick shoe store. This is evidenced from the results of the simultaneous F test (F test) and the partial test results (t test) also showed that Product Quality was influential and significant to the purchasing decision at the ciledug cbd brick shoe store, for services not affecting the purchasing decision at the cbd ciledug brick shoe store and product design has no effect on purchasing decisions at the cbd ciledug brick shoe store. Keywords: product quality, service, and product design for purchasing decisions Penelitian ini dilakukan untuk mengetahui analisis keputusan pembelian sepatu bata melalui kualitas produk, pelayanan dan desain produk. Objek penelitian ini adalah konsuemen, toko sepatu bata CBD Ciledug. Penelitian ini dilakukan terhadap 140 responden dengan menggunakan metode deskriptif kuantitatif. Karena itu, analisis data yang digunakan adalah analisis statistik dalam bentuk uji regresi linear berganda. Hasil penelitian ini menunjukan bahwa secara parsial dan simultan, variabel kualitas produk, pelayanan, dan desain produk keputusan pembelian di toko sepatu bata CBD Ciledug. Hal ini dibuktikan dari hasil uji simultan F (Uji F) dan hasil uji parsial (Uji t) juga menunjukan Kualitas Produk berpengaruh dan signifikan terhadap keputusan pembelian di toko sepatu bata cbd ciledug, untuk pelayanan tidak berpengaruh terhadap keputusan pembelian ditoko sepatu bata cbd ciledug dan desain produk tidak berpengaruh terhadap keputusan pembelian di toko sepatu bata cbd ciledug. Kata Kunci : kualitas produk, pelayanan, dan desain produk terhadap keputusan pembelian
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