MENGUJI DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA POLYGON DI MASA PANDEMI COVID-19

Katon Dewanto Surya Darma

Abstract



Abstrak
Penelitian yang dilakukan memiliki tujuan untuk mendefinisikan pengaruh variabel harga, kualitas, keragaman produk terhadap keputusan pembelian produk sepeda Polygon dimasa Pandemi Covid-19. Teknik purposive sampling diperlukan dalam penelitian ini untuk memilih sampel dan responden yang dipilih sebanyak 40 responden. Variabel dari penelitian ini adalah Harga (X1), Kualitas (X2), Keragaman Produk (X3), dan Keputusan Pembelian (Y). Analisis data yang diperlukan antara lain Uji Validitas, Uji Reliabilitas, Uji Asumsi Klasik, Analisis Regresi Berganda, Uji T, dan Uji F.
Hasil penelitian dari menguji desain ini yang menggunakan variabel Harga, Kualitas, dan Keragaman Produk mempunyai pengaruh signifikan terhadap Keputusan Pembelian Sepeda Polygon dimasa Pandemi Covid-19. Secara parsial variabel Harga memiliki pengaruh positif terhadap keputusan pembelian. Variabel Kualitas memiliki pengaruh positif terhadap keputusan pembelian. Serta variabel Keragaman Produk tidak mempunyai dampak terhadap keputusan pembelian.
Kata Kunci: Harga, Kualitas, Keragaman Produk, Keputusan Pembelian
Abstract
The research was conducted with the aim of determining the effect of price, quality, and product diversity variables on product purchasing decisions. Polygon during the Covid-19 Pandemic. Purposive sampling technique is needed in this study to select the sample and respondents selected are 40 respondents. The variables of this study are Price (X1), Quality (X2), Product Diversity (X3), and Purchase Decision (Y). The data analysis required includes validity test, reliability test, classical assumption test, multiple regression analysis, T test and F test.
The results of this research design using the variable Price, Quality, and Product Diversity have a significant effect on the Purchase Decision of Polygon Bicycles during the Covid-19 Pandemic. Partially the price variable has a positive influence on purchasing decisions. The quality variable has a positive influence on purchasing decisions. Product diversity variable has no impact on purchasing decisions.
Keywords: Price, Quality, Product Diversity, Purchase Decision


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References


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DOI: https://doi.org/10.25134/ijsm.v4i2.4077

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