Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian Sepatu Futsal Adidas (Studi Kasus pada Club Futsal Funny di HS Agung Pondok Kopi)

Firdaus, Ferdiansyah (2023) Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian Sepatu Futsal Adidas (Studi Kasus pada Club Futsal Funny di HS Agung Pondok Kopi). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Tujuan dilakukannya penelitian ini adalah untuk mengetahui pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian sepatu futsal Adidas pada club futsal funny di HS Agung Pondok Kopi. Jenis penelitian ini adalah kuantitatif dengan metode survei. Responden dalam penelitian ini adalah anggota club futsal funny yang memakai sepatu futsal Adidas sebanyak 60 orang. Teknik sampling yang digunakan yaitu purposive sampling dengan menggunakan metode analisis Regresi linier berganda menggunakan SPSS versi 21. Hasil penelitian menunjukan bahwa adanya pengaruh kualitas produk terhadap keputusan pembelian, adanya pengaruh harga terhadap keputusan pembelian, adanya pengaruh promosi terhadap keputusan pembelian dan adanya pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian. Adapun saran untuk perusahaan adalah tetap memberikan kualitas produk sepatu futsal Adidas sesuai yang diharapkan konsumen, dalam menetapkan harga agar sesuai dengan yang diharapkan konsumen dan selalu mengeluarkan model desain terbaru yang berkualitas untuk menarik perhatian konsumen, serta meningkatkan promosi pada media sosial perusahaan dan juga ikut serta pada kegiatan olahraga agar semakin dikenal masyarakat Kata Kunci: Kualitas Produk, Harga, Promosi, Keputusan Pembelian. / The purpose of this study was to determine the effect of product quality, price, and promotion on purchasing decisions for Adidas futsal shoes at the funny futsal club at HS Agung Pondok Kopi. This type of research is quantitative with a survey method. Respondents in this study were 60 members of the funny futsal club who wore Adidas futsal shoes. The sampling technique used was purposive sampling using multiple linear regression analysis using SPSS version 21. The results showed that there was an effect of product quality on purchasing decisions, there was an effect of price on purchasing decisions, there was an influence of promotion on purchasing decisions and there was an influence on product quality. price, and promotion on purchasing decisions. The advice for the company is to continue to provide quality Adidas futsal shoe products as expected by consumers, in setting prices to match what consumers expect and always issuing the latest quality design models to attract consumers' attention, as well as increasing promotion on the company's social media and also participating in sports activities so that they are known to the public. Keywords: Product Quality, Price, Promotion, Purchase Decision

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