Pengaruh Desain Produk Dan Citra Merek Terhadap Keputusan Pembelian Produk Pada Distro Myhem Store Di Denpasar

Abstract

Purchasing decisions play an important role for the survival and development of a company, as well as a product because consumers ultimately decide to choose at least one choice among at least two available options. Purchase decisions can be influenced by product design and brand image owned by a product. The purpose of this study was to determine the effect of product design and brand image on purchasing decisions. This research was conducted at the Myhem Store Distro in Denpasar with a total population of 960 consumers. Determination of the number of samples was carried out using the slovin formula so that the number of samples was determined to be 91 respondents. The sampling technique used is purposive sampling. Primary data collection was carried out using a questionnaire. Hypothesis testing was carried out using multiple linear regression analysis, t test, F test and analysis of determination. Based on the results of the analysis, it can be concluded that: (1) product design has a positive and significant effect on purchasing decisions, (2) brand image has a positive and significant effect on consumer satisfaction, (3) product design and brand image have a positive and significant effect on purchasing decisions.