PENGARUH KUALITAS PRODUK, HARGA DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER

Abstract

This research aimed to find out the effect of product quality, price, and product design on the purchasing decisions of
Eiger for STIESIA active students in 2022 and used product Eiger . While the independent variables were product
quality, price, and product design. Meanwhile, the dependent variable was purchasing decisions. The research was
quantitative. Moreover, the data collection technique used purposive sampling, in which the sample was based on the
criteria given. Furthermore, the instrument in the data collection technique used questionnaires. The questionnaires
were given to 100 respondents as the sample. Additionally, the data analysis technique used multiple linear regression
with SPSS (Statistical Product and Service Solution) 25. The result concluded that product quality had a significant
effect on the purchasing decisions of Eiger products. Similarly, the price had a significant effect on the purchasing
decisions of Eiger products Likewise, product design had a significant effect on the purchasing decisions of Eiger
products.