Sheris Azzahra, Muhammad As'ad

Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian The Sandal’s Di Tanah Abang

Introduction

Pengaruh harga dan kualitas produk terhadap keputusan pembelian the sandal’s di tanah abang. Telusuri pengaruh harga dan kualitas produk terhadap keputusan pembelian The Sandal’s di Tanah Abang. Hasil riset menunjukkan kedua faktor ini sangat signifikan dalam keputusan konsumen.

Abstract

The intense competition in the footwear industry in Tanah Abang requires producers to understand the factors that influence consumer purchasing decisions, particularly price and product quality. This research aims to examine and analyze the influence of price and product quality on the purchasing decisions of The Sandal’s consumers in Tanah Abang. A quantitative approach was applied using multiple linear regression analysis processed through SPSS version 24. The results show that price has a positive and significant partial influence on purchase decisions, contributing 66.9%. Product quality has an even stronger influence, contributing 71.0%. Simultaneously, price and product quality have a significant effect on purchase decisions, with a coefficient of determination (R ²) of 76.8%. These findings suggest that improving product quality and implementing appropriate pricing strategies are essential to increasing purchase decisions for The Sandal’s in Tanah Abang.

Review

This study provides a focused investigation into the critical factors influencing consumer purchasing decisions within a highly competitive market. By examining the impact of price and product quality on 'The Sandal’s' consumers in Tanah Abang, the research directly addresses a pertinent challenge faced by producers in the footwear industry. The abstract clearly articulates the study's aim and highlights the significant individual and combined effects of the independent variables on purchase decisions, suggesting valuable insights for strategic planning in this retail segment. Methodologically, the paper adopts a quantitative approach utilizing multiple linear regression analysis, which is well-suited to examine the relationships between the identified variables. The abstract effectively communicates the statistical robustness of the findings, indicating that both price and product quality have a significant partial influence, with product quality showing a slightly stronger individual contribution (71.0% vs. 66.9%). The high coefficient of determination (R² = 76.8%) further suggests that the model accounts for a substantial portion of the variance in purchasing decisions, lending credibility to the reported results and their implications. While the study offers practical guidance for 'The Sandal’s' brand, its focused scope on a single brand within a specific geographic location (Tanah Abang) might limit the generalizability of its findings to the broader footwear market or different consumer demographics. Future research could expand upon these findings by incorporating additional variables such as brand perception, promotional activities, or customer service, which may also play a crucial role in purchasing decisions. Nonetheless, the current work provides a solid foundation, offering clear and actionable recommendations for businesses aiming to enhance their competitive edge through optimized product quality and pricing strategies.

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