PENGARUH HARGA, PROMOSI DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU SPECS DI TALAGO SPORT KOTA PADANG

Edi Purnomo, Edi Purnomo and Dra. Hj. Yulihar Mukhtar, M.Si, Dra. Hj. Yulihar Mukhtar, M.Si and Dahliana Kamener, BS, MBA, Dahliana Kamener, BS, MBA (2018) PENGARUH HARGA, PROMOSI DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU SPECS DI TALAGO SPORT KOTA PADANG. Diploma thesis, Universitas Bung Hatta.

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Abstract

PENGARUH HARGA, PROMOSI DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU SPECS TALAGO SPORT DI KOTA PADANG Edi Purnomo1, Yulihar Mukhtar2, Dahlia Kamener3 Student Department of Management, Faculty of Economics, University of Bung Hatta E-mail :¹edypurnomo717@gmail.com 2yul_mukhtar@yahoo.com 3dahlianakamener@ymail.com ABSTRAK Penelitian ini bertujuan untuk mengetahui: (1) Pengaruh harga terhadap keputusan pembelian sepatu Specs Talago Sport di Kota Padang. (2) pengaruh promosi terhadap keputusan pembelian sepatu Specs Talago Sport di Kota Padang. (3) Pengaruh desain produkterhadap keputusan pembelian sepatu Specs Talago Sport di Kota Padang. Teknik penarikan sampel dengan menggunakan metode purposive sampling, dengan jumlah sampel yang digunakan adalah 80 orang responden.Teknik analisa data yang digunakan untuk menguji hipotesis adalah regresi linear berganda. Hasil penelitian menemukan bahwa: (1) harga berpengaruh positif dan signifikan terhadap keputusan pembelian sepatu Specs Talago Sport di Kota Padang. (2) promosi tidak berpengaruh positif dan signifikan terhadap keputusan pembelian sepatu Specs Talago Sport di Kota Padang. (3) desain produk berpengaruh positif dan signifikan terhadap keputusan pembelian sepatu Specs Talago Sport di Kota Padang. Kata kunci : Harga, Promosi, Desain Produk, Keputusan Pembelian INFLUENCE OF SERVICE QUALITY, LOCATION AND PRODUCT QUALITY ON PURCHASING DECISIONS ON PECEL LELE LELA AT VETERAN IN PADANG Edi Purnomo1, Yulihar Mukhtar2, Dahlia Kamener3 Student Department of Management, Faculty of Economics, University of Bung Hatta E-mail :¹edypurnomo717@gmail.com 2yul_mukhtar@yahoo.com 3dahlianakamener@ymail.com ABSTRACT This study aims to determine: (1) Price effect on the purchase decision of Talago Sport Specs shoes in Padang City. (2) promotion influence on the purchase decision of Talago Sport Specs shoes in Padang City. (3) The influence of product design on the purchase decision of Talago Sport Specs shoes in Padang City, sampling technique using purposive sampling method, with the number of samples used were 80 respondents. Data analysis techniques used to test hypotheses were multiple linear regression. The results of the study found that: (1) prices have a positive and significant impact on the purchase decision of Talago Sport Specs shoes in Padang City. (2) the promotion did not have a positive and significant effect on the purchase decision of Talago Sport Specs shoes in Padang City. (3) Product design has a positive and significant effect on the purchase decision of Talago Sport Specs shoes in Padang City. Keywords: Price, Promotion, Product Design, Purchase Decision

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