PENGARUH KUALITAS PRODUK, PRICE, CELEBRITY ENDORSEMENT, DAN INOVASI DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU RUNNING MEREK “ORTUSEIGHT (Studi Kasus Konsumen Sepatu Running “Ortuseight” di Kota Madiun)

MUSTOFA, KEVIN AGUS (2026) PENGARUH KUALITAS PRODUK, PRICE, CELEBRITY ENDORSEMENT, DAN INOVASI DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU RUNNING MEREK “ORTUSEIGHT (Studi Kasus Konsumen Sepatu Running “Ortuseight” di Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to analyze the influence of Product Quality, Price, Celebrity Endorsement, and Product Design Innovation on Purchase Decisions for "Ortuseight" Brand Running Shoes in Madiun City. This study used a quantitative approach with a survey method of 385 respondents selected using a purposive sampling technique. Data were analyzed using multiple linear regression analysis with the help of IBM SPSS statistics. The results of the study indicate that product quality, price, celebrity endorsement, and product design innovation have a positive and significant influence on purchasing decisions. These findings indicate that the better the product quality, the more appropriate the price, the more effective the celebrity endorsement, and the more innovative the product design, the higher the consumer's purchase decision.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Product Quality, Price, Celebrity Endorsement, Product Design Innovation, Purchase Decision
Subjects: A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MUSTOFA AGUS KEVIN
Date Deposited: 26 Oct 2026 06:41
Last Modified: 26 Oct 2026 06:41
URI: http://eprint.unipma.ac.id/id/eprint/10742

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