THE EFFECT OF PRODUCT INNOVATION, PRODUCT QUALITY, PRICE, AND FANATISM ON THE DECISION TO PURCHASE SPECS BRAND FUTSAL SHOES IN MADIUN CITY

Farid Muhammad Arsyat, Heny Sidanti, Apriyanti Apriyanti

Abstract


This study aims to analyze the influence of product innovation, product quality, price, and fanaticism on purchasing decisions of SPECS futsal shoes among consumers in Madiun City. This research employed a quantitative approach using a survey method involving 385 respondents selected through purposive sampling. The data were analyzed using multiple linear regression analysis with the assistance of IBM SPSS Statistics. The results indicate that product innovation, price, and fanaticism have a positive and significant effect on purchasing decisions, while product quality has no significant effect. These findings suggest that improving product innovation, setting appropriate prices, and strengthening consumer fanaticism toward the SPECS brand can increase purchasing decisions.


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