Pengaruh Citra Merek, Desain Produk, dan Harga Terhadap Keputusan Pembelian Produk Bata di Kota Bima

Muhammad Ardan (Sekolah Tinggi Ilmu Ekonomi Bima)
Intisari Haryanti (Sokolah Tinggi Ilmu Ekonomi Bima)
Ita Purama (Sokolah Tinggi Ilmu Ekonomi Bima)

Populer: Jurnal Penelitian Mahasiswa
Vol. 4 No. 2 (2025): Jurnal Penelitian Mahasiswa

The intense competition in the footwear industry requires companies to adopt effective marketing strategies to influence consumer purchasing decisions. This study aims to analyze the effect of brand image, product design, and price on consumer purchasing decisions for Bata products in Bima City. A quantitative approach was applied, with a sample of 96 respondents selected using accidental sampling. Data were collected through questionnaires and analyzed using validity tests, reliability tests, multiple regression analysis, t-tests, and F-tests with the SPSS program. The results show that brand image has no significant effect on purchasing decisions, while product design and price have a significant positive effect. Simultaneously, brand image, product design, and price significantly influence purchasing decisions for Bata products in Bima City. These findings highlight the importance of product design and price competitiveness in strengthening consumer purchase intentions.