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All Journal Jurnal Ilmiah Ekonomi dan Manajemen Indonesia
Toto Priyo
Universitas Mulawarman
Economics, Econometrics & Finance

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Pengaruh Citra Merek dan Desain Produk serta Harga Terhadap Keputusan Pembelian Sepatu Lari Ortuseight di Kota Samarinda Toto Priyo; Purwadi Purwadi
Jurnal Ilmiah Ekonomi dan Manajemen Indonesia Vol. 1 No. 2 (2025): DESEMBER 2025
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/v3mr0a84

Abstract

This study aims to analyze the effect of brand image, product design, and price on purchasing decisions of Ortuseight running shoes in Samarinda City. A quantitative approach was employed with 110 respondents selected through purposive sampling. Data were analyzed using multiple linear regression with SPSS 29. The results indicate that brand image, product design, and price have a positive and significant effect on purchasing decisions. Simultaneously, the three variables significantly influence purchasing decisions with a coefficient of determination (R²) of 0.608. These findings suggest that a strong brand image, attractive product design, and appropriate pricing can increase consumer purchasing decisions for Ortuseight running shoes in Samarinda City.
Co-Authors Purwadi Purwadi Purwadi