Pengaruh Brand Awareness, Desain Produk, dan Persepsi Harga Terhadap Keputusan Pembelian Produk Brand Fashion Erigo Pada Generasi Z di Desa Takerharjo Lamongan. (The Influence of Brand Awareness, Product Design, and Price Perception on Purchasing Decisions of Erigo Fashion Brand Products Among Generation Z in Takerharjo Village, Lamongan).

Sholiha, Sujedatul Ilmia (2025) Pengaruh Brand Awareness, Desain Produk, dan Persepsi Harga Terhadap Keputusan Pembelian Produk Brand Fashion Erigo Pada Generasi Z di Desa Takerharjo Lamongan. (The Influence of Brand Awareness, Product Design, and Price Perception on Purchasing Decisions of Erigo Fashion Brand Products Among Generation Z in Takerharjo Village, Lamongan). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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	Text PENGARUH BRAND AWARENESS, DESAIN PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK BRAND FASHION ERIGO PADA GENERASI Z DI DESA TAKERHARJO SOLOKURO LAMONGAN.pdf Restricted to Repository staff only Download (2MB) | Request a copy
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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dari brand awareness,desain produk, dan persepsi harga terhadap keputusan pembelian produk brand fashion erigo pada generasi z. Penelitian dilakukan di desa Takerharjo Solokuro Lamongan. Pengujian dari penelitian ini dilakukan secara parsial dan secara simultan dari variabel independen terhadap variabel dependen.Metode penelitian menggunakan desain penelitian kuantitatif deskriptif. Data yang digunakan pada penelitian ini yaitu kuesioner yang disebar di desa Takerharjo Solokuro Lamongan dengan target responden generasi z. Responden yang telah didapatkan berjumlah 140 responden, lalu pengambilan sampel dilakukan dengan menyebar kuesioner dengan jumlah data kusioner yang dibutuhkan. Pada penelitian ini pengujian data yang digunakan dimulai dari uji validitas dan reliabitias untuk menguji kuesioner penelitian Tahap selanjutnya dilakukan dengan uji asumsi klasik yang dilakukan dengan empat tahapan yaitu berupa uji normalitas, uji heteroskedastisitas, uji multikolonieritas, dan uji autokorelasi, lalu dilanjut dengan analisis linier berganda sebelum dilakukan uji hipotesis. Pada teknik pengujian hipotesis pada penelitian ini dilakukan uji secara parsial atau uji-T dan uji secara simultan atau uji-F.Hasil pengujian hipotesis yang telah dilakukan diperoleh hasil yaitu pada pengujian secara hipotesis parsial brand awareness berpengaruh signifikan terhadap keputusan pembelian, desain produk berpengaruh signifikan terhadap keputusan pembelian, persepsi harga berpengaruh signifikan terhadap keputusan pembelian, dan adapun pengujian hipotesis secara simultan brand awareness, desain produk, dan persepsi harga berpengaruh signifikan terhadap keputusan pembeli produk brand fashion erigo pada generazi z di desa Takerharjo Solokuro Lamongan. Kata kunci: brand awareness, desain produk, persepsi harga, dan keputusan pembelian

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