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All Journal Proceeding of International Conference on Entrepreneurship (IConEnt) Jurnal Riset Ilmiah
Renwarin, Joseph M. J.
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Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Jurnal Riset Ilmiah

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PENGARUH DESAIN PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DENGAN SENSITIVITAS HARGA SEBAGAI VARIABEL INETERVERNING Ridwani, Ryan Ridho; Renwarin, Joseph M. J.; Rianto, Muhammad Richo; Rony, Zahara Tussoleha; Suroso, Sugeng
SINERGI : Jurnal Riset Ilmiah Vol. 2 No. 7 (2025): SINERGI : Jurnal Riset Ilmiah, Juli 2025
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/sinergi.v2i7.1419

Abstract

The purpose of this research is to determine the influence of product design and brand image on purchase decisions with price sensitivity as an intervening variable. This research method uses a quantitative research method, with the type and source of data being primary data from the distribution of questionnaires. The population and sample of this study are respondents who have purchased or used Ortuseight Shoes. The sampling technique used is Accidental sampling with a minimum respondent age of 15 years, resulting in 101 data samples that meet the criteria. The analysis methods used are descriptive statistical tests, outer model tests, inner model tests, and hypothesis tests. The results of this study indicate that product design affects purchasing decisions, brand image does not affect purchasing decisions, product design does not affect price sensitivity, brand image affects price sensitivity, and price sensitivity successfully influences purchasing decisions
Co-Authors Aji, Wempy W. Hendy Tannady Rianto, Muhammad Richo Ridwani, Ryan Ridho Rony, Zahara Tussoleha SUGENG SUROSO, SUGENG Weley, Alicia B.