PENGARUH DESAIN PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MERCHANDISE IDOLA MELALUI MINAT BELI (Studi Kasus Pada Komunitas ARMY Surabaya)

Abstract

This research aimed to analyze and find out the effect of product design, and price on the purchasing decisions of Idol Merchandise which was mediated by buying intentions. The research was quantitative. Furthermore, the population was the ARMY community Surabaya who had purchased Idol Merchandise. The sample was calculated by the Lemeshow formula which consisted of 100 respondents. Moreover, the data collection technique used non-probability sampling with purposive sampling as the sampling technique. Additionally, the data analysis technique used Partial Least Square (PLS) SmartPLS 4.0. The result of the direct effect showed that product design had a positive and significant effect on purchasing decisions. Likewise, the price had a positive and significant effect on purchasing decisions. While product design had a positive and significant effect on buying intentions. Similarly, the price had a positive and significant effect on buying intentions. In addition, buying intentions had a positive and significant effect on purchasing decisions. Meanwhile, the result of the indirect effect showed that purchasing intention was able to mediate product design on the purchasing decisions positively and significantly. Likely buying intentions could mediate price on the purchasing decisions positively and significantly.