The effect of product design on customer purchasing decision at CV.Damai Indah, Medan

Wongso, Fredy (2021) The effect of product design on customer purchasing decision at CV.Damai Indah, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study is to investigate the design of product sold, the customer purchasing decision, and the effect of product design on customer purchasing decision at CV. Damai Indah, Medan. In this research, the writer used a quantitative method. As the target of this research is customers, the writer used convenience sampling to 50 respondents as the sample. The result shown product design has a positive effect on customer purchasing at CV. Damai Indah, Medan with the result of coefficient determination test shown by r-square is 0.608 which means the product design can affect 60.8% on customer purchasing decision and the other 39.2% from the other sources. From the result of simple linear regression test, it shown Y = 1.936 + 1.474X which means that the product design variable increased by 1 unit, and the customer purchasing decision variable will increase also by 1.474. Based on the hypothesis test or t test, it shows to the writer the t�count is bigger than t-table which is 2.01063 the significant level is 0.000 which is lower than 0.05 which means product design has an effect on customer purchasing decision at CV. Damai Indah, Medan / Tujuan dari penelitian ini adalah untuk menginvestigasi desain produk yang dijual, keputusan pembelian konsumen, dan pengaruh desain produk terhadap keputusan pembelian konsumen di CV. Damai Indah, Medan. Di dalam penelitian ini, penulis menggunakan metode kuantitatif. Sebagaimana target dari penelitian ini adalah konsumen, penulis menggunakan metode convenience sampling kepada 50 responden sebagai sampel. Hasilnya menunjukkan terdapat pengaruh positif pada pembelian konsumen di CV. Damai Indah, Medan dengan hasil tes coefficient determination menunjukkan r-square adalah 0.608 yang artinyadesain produk dapat mempengaruhi 60.8% pada keputusan pembelian konsumen dan 39.2% yang lainnya berasal dari sumber yang lainnya. Dari hasil tes regresi linear sederhana, hasilnya Y = 1.936 + 1.474X yang berarti desain produkmeningkat hingga 1-unit dan keputusan pembelian konsumen juga meningkatmenjadi 1.474. berdasarkan hasil hipotesis atau t-test, menunjukkan kepada penulis t-count lebih besar dari t�table yang bernilai 2.01063 nilai signifikan 0.000yang lebih rendah dari 0.05 yang berarti desain produk berpengaruh terhadap keputusan pembelian konsumen di CV. Damai Indah, Medan.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Wongso, FredyNIM03011170015Fredywongso37@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorEdward, Yusuf RonnyNIDN0101018408Yusufronny77@gmail.com
Uncontrolled Keywords: product design; customer purchasing decision; economics and business
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 11924 not found.
Date Deposited: 02 Aug 2021 03:30
Last Modified: 18 Jan 2022 06:56
URI: http://repository.uph.edu/id/eprint/40967

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