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Abstract:
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Most of the furniture entrepreneurs have complaints about the increasing
price of raw materials while the decreasing demand from consumers. The purpose
of this study was to determine the effect of product design, product quality, and
price on purchasing decisions at the Gunung Jati Furniture Store in Balapulang
Village. This study uses quantitative research, the data collection method used is to
distribute online questionnaires to a number of respondents and the sample used in
this study is 70 respondents. Hypothesis testing using multiple linear regression
analysis method.
The results of product design research have a significant effect on
purchasing decisions with the value of t count > t table that is 2,614 > 1,996.
Product quality has a significant effect on purchasing decisions with a value of
2,581 > 1,996. Price has a significant effect on purchasing decisions with a value of
2,141 > 1,996. While product design variables, product quality, and price
simultaneously affect purchasing decisions at the Gunung Jati Furniture Store in
Balapulang Village, this is evidenced by the results of the F count > F table, which
is 33,593 > 2.74 with a probability of 0,000 < 0,05. The magnitude of the influence
of product design variables, product quality, and price on purchasing decision
variables is 60.4%. The results of this study are expected to be useful for all parties
in improving purchasing decisions on furniture products. |