Pengaruh Kualitas Produk dan Inovasi Produk terhadap Keputusan Pembelian Sepatu Compass pada Mahasiswa di Jakarta

Abstract

A product is anything that can be offered to a market for attention, acquisition, use or consumption and can satisfy a desire or need of the consumer. The problem of this research is to determine purchasing decisions in the footwear industry, specifically Compass shoes. Seaptu Compass is a footwear product that has many followers, especially among students. For this reason, a quantitative method was chosen for this research using surveys conducted as part of the data collection process. Methods for validity and reliability testing are used for data collection. In addition, classic acceptance tests such as the normality test, the multicollinearity test and the heteroscedasticity test are used. Hypothetical test with f-test, t-test, determination test and multiple regression test. The results of this study show that: (1) there is a positive and significant influence of the product quality variable on the purchase decision of Compass shoes among students in Jakarta, (2) there is a positive and significant influence of the product innovation variable on the purchase decision of Compass shoes among students in Jakarta, (3) there is a positive and significant influence of the product quality and product innovation variables together on the purchase decision of Compass shoes among students in DKI Jakarta.