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ITA RAHMAWATI
UNIVERSITAS KH. A. WAHAB HASBULLAH
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Pengaruh Desain Produk dan Harga Terhadap Keputusan Pembelian Pada Brand Rucas di Instagram Achmad Ramadhan; Ita Rahmawati
Business and Economic Publication Vol. 4 No. 1 (2026): Business and Economic Publication
Publisher : Fakultas Ekonomi Universitas KH. A. Wahab Hasbullah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32764/bep.v4i1.1721

Abstract

This study aims to examine how product design and pricing influence consumer purchasing decisions related to the Rucas brand on Instagram, given the increasingly fierce competition in the local fashion sector. The uniqueness of this study lies in its emphasis on the local brand Rucas, which largely uses Instagram for marketing, a topic that has not been widely explored through empirical studies. This study uses an associative quantitative method with a purposive sampling technique involving 100 respondents who have purchased Rucas products in the past year. Data were collected using a 1-5 Likert scale questionnaire and analyzed through multiple linear regression using SPSS 27. The results showed that product design had a positive and significant effect on purchasing decisions (t = 5.574; p < 0.001), price had a positive and significant effect on purchasing decisions (t = 7.687; p < 0.001). Simultaneously, product design and price had a significant effect on purchasing decisions with an F value of 111.160 and a coefficient of determination (R²) of 0.696. These findings indicate that Rucas consumers on Instagram consider visual aspects of product design and affordability in their purchasing decisions. This research contributes to the development of digital marketing studies and consumer behavior in the local social media-based fashion industry.
Co-Authors Achmad Ramadhan Ahmad Baihaqiyullah Asazilli Islam Ahmad Fauzi Akhmad Taqiyuddin Aldi Kurniawan Andri Tiansyah Asrochol Miftakhul Janah Bekti Widyaningsih Eka Nur Wijayanti Fabelia Nur Anggraeni Febri Devita Lisgita Putri Fingky Zulias Tari Hanif Ramdhani Muhammad Hidayatur Rohmah Indah Lestari Setya N Khotim Fadhli Laila Rohmatun Nazila Lailatus Sa'adah Lailatus Sa’adah Lailatus Sa’adah Liweul Wilayah Mahendri, Wisnu Martina Martina Mohammad Ali Rosyid Muhammad Farid Nasrulloh Nasikhatu Rosalina Naufal Dhiyaaulhaq NURUL ISNAINI Rachmad Sayyid Jafar Tyas Nur’Aini Wahyu Setyo Ningsih