Pengaruh Desain Produk, Perceived Quality, dan Harga Terhadap Keputusan Pembelian Sepatu Merek Adidas Di Surabaya. (The Influence of Product Design, Perceived Quality, and Price on Adidas Shoe Purchase Decisions in Surabaya).

Pratama, Yuan Adi (2025) Pengaruh Desain Produk, Perceived Quality, dan Harga Terhadap Keputusan Pembelian Sepatu Merek Adidas Di Surabaya. (The Influence of Product Design, Perceived Quality, and Price on Adidas Shoe Purchase Decisions in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze the influence of product design, perceived quality, and price perception on the purchasing decisions of Adidas brand shoes among undergraduate students at the University of 17 August 1945 Surabaya using a quantitative approach through questionnaire distribution and multiple linear regression analysis. The results indicate that product design has no significant effect on purchasing decisions, while Perceived quality and price perception have a significant effect. Thus, Perceived quality and price suitability are the primary factors in students' decisions to purchase Adidas shoes. Simultaneously, all three variables were shown to significantly influence purchasing decisions, meaning that purchasing decisions can be explained by these three variables. These findings confirm that Perceived quality and price perception play a crucial role in driving purchasing decisions. Therefore, companies need to focus on improving product quality and adjusting prices to reflect their perceived value.

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