Pengaruh Kualitas, Variasi Produk, dan Persepsi Harga terhadap Keputusan Pembelian Sarung Wadimor
DOI:
https://doi.org/10.65244/jggeconomic.v2i3.1194Keywords:
Keputusan Pembelian, Kualitas Produk, Persepsi Harga, Variasi ProdukAbstract
Penurunan dan fluktuasi kekuatan merek Sarung Wadimor menjadi permasalahan yang perlu diperhatikan di tengah persaingan industri sarung yang semakin kompetitif. Kondisi tersebut menunjukkan pentingnya mengetahui faktor-faktor yang memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, variasi produk, dan persepsi harga terhadap keputusan pembelian Sarung Wadimor di Kota Bandung. Penelitian menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Data primer diperoleh melalui kuesioner yang disebarkan kepada 385 responden masyarakat Kota Bandung yang pernah membeli Sarung Wadimor. Analisis data dilakukan menggunakan Statistical Package for the Social Sciences (SPSS) versi 27 dengan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa kualitas produk, variasi produk, persepsi harga, dan keputusan pembelian berada pada kategori tinggi. Secara parsial, kualitas produk, variasi produk, dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, ketiga variabel tersebut berpengaruh positif dan signifikan terhadap keputusan pembelian. Nilai R² sebesar 0,638 menunjukkan bahwa 63,8% keputusan pembelian dapat dijelaskan oleh ketiga variabel tersebut, sedangkan 36,2% dipengaruhi faktor lain di luar penelitian. Temuan ini menunjukkan pentingnya peningkatan kualitas, pengembangan variasi produk, dan penetapan harga sesuai nilai yang ditawarkan.
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