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Pengaruh Merek, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu di Sport Station Banda Aceh

  • 1*,2 Universitas Abulyatama

* Corresponding Author: Rizky Fiqran Pratama

Open Access
DOI
https://doi.org/10.35870/ib.v1i1.567
Published
Pages
28-39

Issue

Vol. 1 No. 1 (2027)

Indonesian Business: Jurnal Ekonomi, Bisnis, dan Teknologi Digital
June

Abstract

This study aims to analyze the influence of the brand (X1), price (X2), and product quality (X3) variables on the purchasing decision of shoes at Sport Station Banda Aceh, both simultaneously and partially. Data collection was conducted through the distribution of questionnaires to 133 respondents at Sport Station Banda Aceh. The data analysis method used is multiple linear regression, with the assistance of SPSS for Windows software. The results show that the brand (X1), price (X2), and product quality (X3) variables simultaneously have a significant effect on the purchasing decision of shoes at Sport Station Banda Aceh. This is evidenced by the calculated F value being greater than the F table value (58.291 > 3.06), indicating that the alternative hypothesis (Ha) is accepted. Partially, the brand variable (X1) significantly influences the purchasing decision, as proven by the calculated t value being greater than the t table value (1.987 > 1.656), thus the alternative hypothesis is accepted. The price variable (X2) also significantly influences the purchasing decision, as evidenced by the calculated t value being greater than the t table value (2.300 > 1.656), so the alternative hypothesis is accepted. Furthermore, the product quality variable (X3) also significantly influences the purchasing decision, as demonstrated by the calculated t value being greater than the t table value (2.536 > 1.656), thus the alternative hypothesis is accepted.

Keywords

Brand Price Product Quality Purchasing Decision

How to Cite

Pengaruh Merek, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu di Sport Station Banda Aceh. (2027). Indonesian Business: Jurnal Ekonomi, Bisnis, Dan Teknologi Digital, 1(1), 28-39. https://doi.org/10.35870/ib.v1i1.567

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Author Biographies

  • Rizky Fiqran Pratama, Universitas Abulyatama

    Program Studi Manajemen, Fakultas Ekonomi, Universitas Abulyatama, Kabupaten Aceh Besar, Provinsi Aceh, Indonesia.

  • Irgi Alhadi, Universitas Abulyatama

    Program Studi Manajemen, Fakultas Ekonomi, Universitas Abulyatama, Kabupaten Aceh Besar, Provinsi Aceh, Indonesia.

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