PENGARUH CITRA MEREK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU VANS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

NURMEIDIANA, NAMIRA (2019) PENGARUH CITRA MEREK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU VANS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

Namira Nurmeidiana, The Influence of Brand Image and Product Design on Purchase Decision of Vans Shoes in Faculty of Economics Student, State University of Jakarta. This research was conducted in The Faculty of Economics Student in State University of Jakarta, for 6 months, starting from February to July 2019. The purpose of this study is to determine the influence between brand image and product design on the decision to purchase Vans Shoes in Faculty of Economic Student, State University of Jakarta. The research method used is survey method with the correlation approach, population used are all student in The Faculty of Economics Student in State University of Jakarta. The sampling technique used technique of Purposive sampling as many as 152 people. The resulting regression equation is Ŷ = 19,041 + 0,299 X1 + 0,338 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 estimates significance of Y, X1, and X2 equal to 0,200. Because the significance level is> 0.05 it can be concluded that the data is normally distributed and can be used. Testing linearity of regression Y on X1 and Y on X2 yields a significance value on Linearity, that is 0,000 <0.05, so it is concluded that it has a linear influence. Hypothesis testing from the significance regression Y on X1 and X2 produces Fcount > Ftable which 9,788 > 3,061, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 3,062 and ttable = 1,655 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 2,316 and ttable = 1,658. The value of correlation coefficient between variable of brand image (X1) to purchase decision (Y) equal to 0,290 and value of correlation coefficient between variable of product design (X2) to purchase decision (Y) equal to 0,246. Thus, there is a positive and significant ifluence between brand image and purchase decision and there is a positive and significant influence between product design and purchase decision. The coefficient of determination Y on X1 and X2 obtained by 0,116 indicating that 11,6% variable purchase decision is determined by the brand imagen and product design. Meanwhile, the remaining 88.4% is influenced by other factors. Keyword:, Brand Image, Product Design, Purchase Decision

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