ANALISIS PENGARUH DESAIN PRODUK, MOTIVASI KONSUMEN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU BELLAGIO (Studi Pada Konsumen Toko Sepatu Bellagio Java Supermall Semarang)

Abstract

The research was motivated by there are many producer in Indonesia creates a lot of ladies fashion shoes brands one of them is Bellagio shoes, but in several years the selling of the Bellagio on the Java Supermall had a decrease because there are many producers who are competing to get the market of ladies fashion shoes. The purpose of this research is to know the influence of product design, motivation of consumers, and brand image toward the Bellagio purchasing decision. The population in this research is the consumers of the Bellagio shoes user. Meanwhile the respondents who involve in the research as many as 100 samples. The analysis which is used is multiple linier regression. The result of double regression analysis which had been done is Y = 0,355 X₁ + 0,225 X₂ + 0,455 X₃ . Independent variable which is very influential concerning to dependent variable is brand image variable (0,455) followed by product design variable (0,355), and the last is motivation of consumers variable (0,225). The result prove that all of independent variables (product design, motivation of consumers, and brand image) have positive influence toward dependent variables that is purchasing decision and the determination coefficient (adjusted R ) as many as 0,701 . This means that 70,1% of purchasing decision is influenced by product design, motivation of consumers, and brand image. For the remaining is 29,9% influenced by other variable