PENGARUH DESAIN PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN TAS JIMS HONEY DI APLIKASI SHOPEE MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING (STUDI EMPIRIS PADA MASYARAKAT DI KOTA MADIUN)

Abstract

This research aims to prove empirically the influence of product design, price and brand image on the decision to purchase Jims Honey bags in the Shopee application through purchase interest as an intervening variable (empirical study of the community in Madiun City). This research is a quantitative study with a sample size of 384 people. The sampling method is using a limeshow sample. Data collection uses a questionnaire distributed via Google Form. The data analysis technique uses test equipment in the form of SmartPLS3.0 software. The results of this research show that Product Design has no effect on Purchase Interest. Price influences Purchase Interest, Brand Image influences Purchase Interest, Product Design influences Purchase Decision, Price influences Purchase Decision, Brand Image influences Purchase Decision, Purchase Interest influences Purchase Decision Purchasing, Product Design has no influence on Purchase Decisions through Purchase Intention, Price influences Purchase Decisions through Purchase Intention, Brand Image influences Purchase Decisions through Purchase Intention.