Pengaruh Citra Merek, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Futsal Ortuseight (Studi Kasus Unit Kegiatan Olahraga Mahasiswa Futsal Putra dan Putri Univesitas Negeri Jakarta)

Safina, Salwa Reza (2023) Pengaruh Citra Merek, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Futsal Ortuseight (Studi Kasus Unit Kegiatan Olahraga Mahasiswa Futsal Putra dan Putri Univesitas Negeri Jakarta). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini memiliki tujuan agar mengetahui pengaruh dari citra merek, harga, dan kualitas produk terhadap keputusan pembelian sepatu futsal merek Ortuseight pada ukom futsal putra dan putri Universitas Negeri Jakarta. Populasi penelitian ini ialah seluruh Mahasiswa/I Universitas Negeri Jakarta yang terdaftar aktif di semester Gasal T.A 2022/2023. Pengambilan sampel pada mahasiswa UKOM futsal putra dan putri UNJ Angkatan 2020,2021 dan 2022 diperoleh dari 80 responden dengan kuesioner yang dijadikan sebagai sumber data primer dengan teknik purposive sampling. Uji validitas, uji reliabilitas, uji asumsi klasik, uji t, uji F, analisis regresi linier berganda, dan koefisien determinasi (R2) merupakan komponen menganalisis untuk digunakan di penelitian ini. Hasil penelitian ini memperlihatkan adanya : (1) tidak ada pengaruh citra merek terhadap keputusan pembelian sepatu futsal Ortuseight pada Ukom futsal UNJ. (2) ada pengaruh harga terhadap keputusan pembelian sepatu futsal Ortuseight pada Ukom futsal UNJ. (3) ada pengaruh kualitas produk terhadap keputusan pembelian sepatu futsal Ortuseight pada Ukom futsal UNJ. (4) terdapatnya pengaruh citra merek, harga, dan kualitas produk terhadap keputusan pembelian sepatu futsal Ortuseight adalah 87,9% serta hal lain dikarenakan beberapa faktor yang tidak diteliti oleh peneliti. Peneliti menyarankan agar perusahaan Ortuseight lebih banyak mempromosikan barang yang dipasarkan, supaya sepatu futsal buatan perusahaan ini lebih dikenal oleh penggemar futsal. Kata Kunci : Citra merek, Harga, Kualitas Produk, Keputusan Pembelian. / The purpose of this study is to ascertain whether male and female Jakarta State University futsal students made purchases of Ortuseight brand futsal shoes based on price, brand image, and product quality. All Jakarta State University students who were registered as active for the Odd Semester Academic Year 2022/23 comprised the population of this study. Using a questionnaire that served as the primary data source, 80 male and female UKOM futsal UNJ students were sampled in 2020, 2021, and 2022 using a purposive sampling method. The components of the analysis that will be utilized in this study include the coefficient of determination (R2), multiple linear regression analysis, reliability test, classical assumption test, t test, and F test. This study's findings demonstrate: 1) At Ukom futsal UNJ, customers' decisions to purchase Ortuseight futsal shoes are unaffected by the brand's image. 2) The decision to purchase Ortuseight futsal shoes at Ukom futsal UNJ is influenced by price. 3) At Ukom futsal UNJ, purchasing decisions for Ortuseight futsal shoes are influenced by product quality. 4) Due to a number of unstudied factors, there is an influence of brand image, price, and product quality on Ortuseight futsal shoe purchasing decisions of 87.9%. Specialists propose that the Ortuseight organization advances a greater amount of the merchandise it sells, so that the futsal shoes made by this organization are better known by futsal fans. Keywords: Brand image, Price, Product Quality, Purchase Decision

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