PENGARUH DESAIN PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI GERAI MAREVI MOSLEM FASHION THAMRIN CITY, JAKARTA PUSAT

Abstract

Marevi Moslem Fashion, as one of the Muslim fashion businesses located in Thamrin City, Central Jakarta, faces challenges in maintaining customer loyalty and attracting consumer purchase interest amidst many similar brands. Therefore, it is important to understand the extent to which product design and pricing influence consumers' decisions to purchase Marevi products. This study aims to determine the effect of product design and price on purchasing decisions at Marevi Moslem Fashion Thamrin City Central Jakarta, both partially and simultaneously. The research method used is quantitative. Data collection was conducted through an online questionnaire via Google Forms targeted at Marevi Moslem Fashion consumers at Thamrin City. The partial test results (t-test) show that the variable Product Design has a t-count > t-table, and the Price variable also has a t-count > t-table in relation to purchasing decisions. Furthermore, based on the simultaneous test (F-test), the F-count > F-table. The results of the simple linear regression show that both product design and price have a positive value, indicating that the direction of Product Design (X1) and Price (X2) positively influences Purchasing Decisions (Y). The multiple linear regression also shows a positive value, meaning that both Product Design and Price have a positive influence on Purchasing Decisions. The partial correlation results indicate that variations in product design have a strong relationship with purchasing decisions. The simultaneous correlation results show a very strong relationship. The coefficient of determination (R) shows that product design and price have an influence on purchasing decisions. From these findings, it can be concluded that product design and price have a positive and significant effect on purchasing decisions.