ANALISIS PENGARUH INOVASI PRODUK,PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPERCAYAAN PRODUK YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kasus pada “Atala Art” di Jepara)
Abstract: Decrease in purchasing
decisions on a product may cause a decrease in the value of its sale. The same
thing happened at Atala Art, a company engaged in furniture and creative crafts
in Jepara, Central Java, is experiencing a decline in product sales in recent
years. Strategic steps need to be taken to overcome this phenomenon.
The research was conducted by using independent variables including
product innovation, price perception and product quality; intervening variable
that is product trust and dependent variable that is purchasing decision. The
data were collected on the sample using the questionnaire method. Data were
analyzed by chi-square test method, descriptive three-box method and multiple
linear regression analysis.
The results stated that respondents, representing most consumers have
income of 0-5 million rupiahs, work as self-employed and civil servants with
age range 31-40 years. Consumer valuation on product innovation and product trust
have high score 80,00% and 79,67% respectively compared to price perception
(74,60%) and product quality (74,27%), purchase decision (74,27%) With the
calculation of multiple linear regression, it can be concluded that product
innovation, price perception and product quality have a significant influence
on product trust, as well as product trust have a significant effect on
purchasing decision.
Keywords: purchasing decision,
product trust, innovation product, quality product, price perception
Penulis: Zulhelmi, Suryono
Budi Santoso
Kode Jurnal: jpmanajemendd180444
