PENGARUH KESAN KUALITAS DAN NILAI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU MEREK NIKE
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Hendri Kurniawan
Leni Herdiani
Muhartri Sanjaya
Ismi Noer Fadilah
Shofian Syarifuddin
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh kesan kualitas dan nilai pelanggan terhadap keputusan pembelian produk sepatu merek nike. Analisis regresi linier berganda bermaksud meramalkan bagaimana keadaan (naik turunnya) variabel dependen (kriterium), bila dua atau lebih variabel independen sebagai faktor prediator dimanipulasi (dinaik turunkan nilainya). Hipotesis pertama diterima, artinya Kesan Kualitas (X1) berpengaruh signifikan terhadap Keputusan Pembelian (Y). Hipotesis kedua diterima, artinya Nilai Pelanggan (X2) berpengaruh signifikan terhadap Keputusan Pembelian (Y). Hipotesis ketiga diterima artinya Kesan Kualitas (X1), Variabel Nilai Pelanggan (X2), berpengaruh signifikan secara bersama-sama (simultan) terhadap Variabel Keputusan Pembelian (Y). Dalam memilih sepatu, sebaiknya konsumen melakukan survei terlebih dahulu sebelum memutuskan melakukan pembelian. Dengan adanya survei terlebih dahulu, maka konsumen akan mengetahui sepatu dengan bentuk dan merek apa yang sesuai baik dari kualitas produk, harga produk dan suku cadang produk yang mudah ditemukan.
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