PENGARUH DESAIN PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA KEDAI COFFEE TERSERAH KOTA LUWUK

Abstract

This study aims to determine the influence of celebrity endorsers on Vivo Smartphone purchase decisions, this study uses a quantitative method, namely the Multiple Linear Regression Method. Based on the results of the Validity and Reliability test overall the results indicate that the measurement instrument used in this study is valid and reliable. The results of the Multiple Linear Coefficient obtained by the equation Y = 0.096 + 0.766 X1 + 0.202 X2 Testing the F Test or Jurnal Ilmiah Manajemen EMOR (Ekonomi Manajemen Orientasi Riset) 101 Simultaneous Test which is used to determine the effect of the X variable and Y variable as a whole. From the calculation of SPSS version 25.00, the f arithmetic value is 254.732 and the f table value is 3.15, then f count 245.732 > f table 3.15 means that there is a simultaneous effect, and by comparing the level of significant (α) 5%, the probability 0 results are obtained. ,00 because 0,00 < 0,05 then there is a simultaneous influence of celebrity endorser (X1) and product design (X2), on the decision to repurchase (Y). The partial effect of all these effects is evidenced by the significance value > 0.05. The results of the regression obtained R2 (coefficient of determination) of 0.830 or 83%, meaning that the dependent variable (Y) in the model (Y) is explained by the independent variable (X) Product Design (X1) and Price (X2), while the remaining 17% is explained by other factors are not hypothesized or other variables are not included in the model and the correlation coefficient is 0.60, this means the correlation is strong. Keywords: Product Design, Price, Purchase Decision