ANALISIS PENGARUH DESAIN PRODUK, KUALITAS PRODUK, HARGA KOMPETITIF, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pelanggan Nesty Collection Jakarta)
Abstract: The gradual increase
of human population in Indonesia caused the increasing of the primary need of
clothing, resulted in the development of fashion businesses in Indonesia,
especially in the DKI Jakarta as the Capital Region of Indonesia. Nesty
Collection is a private label brand fashion firm that competes with the other
private label fashion firms in Tanah Abang Trading Center to earn large profits
from fashion marketing. This study aimed
to analyze the factors that might affect the purchasing decision of
Nesty Collection’s fashion products. This study used five variables, which are
product design, product quality, competitive price, brand image, and purchase
decision. This research hypothesis testing using the data of 102 respondents.
The analysis technique used in this research is to use a software program
Statistical Package for Social Science (SPSS) 22. Results showed that the purchasing
decision of Nesty Collection’s fashion products was affected by brand image and
competitive price. Brand image of Nesty Collection was affected by product
design and product quality.
Keywords: Product Design,
Product Quality, Competitive Price, Brand Image, and Purchase Decision
Penulis: Daniel Reven, Augusty
Tae Ferdinand
Kode Jurnal: jpmanajemendd170369
