THE EFFECT OF PRODUCT QUALITY, PRICE AND PRODUCT DESIGN ON WOODEN DOOR PURCHASE DECISIONS AT PT. SUKSES MAKMUR TIGA ENAM TUJUH
Keywords:
Product Quality, Price, Product Design, Purchasing Decision, Furniture IndustryAbstract
The increasingly competitive furniture industry requires companies to understand the factors influencing consumer purchasing decisions. PT. Sukses Makmur Tiga Enam Tujuh Medan, as a company engaged in wooden door manufacturing, faces challenges in maintaining market competitiveness due to changing consumer preferences regarding product quality, price, and product design. This study aims to analyze the effect of product quality, price, and product design on purchasing decisions for wooden doors at PT. Sukses Makmur Tiga Enam Tujuh Medan, both partially and simultaneously. This research employed a quantitative approach with an associative research method. Data were collected through questionnaires distributed to consumers of PT. Sukses Makmur Tiga Enam Tujuh Medan. The data were analyzed using multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The results showed that product quality had a positive and significant effect on purchasing decisions with a t-value of 6.041 and a significance level of 0.000. Price also had a positive and significant effect on purchasing decisions with a t-value of 4.987 and a significance level of 0.000. Furthermore, product design had a positive and significant effect on purchasing decisions with a t-value of 4.053 and a significance level of 0.000. Simultaneously, product quality, price, and product design significantly influenced purchasing decisions with an F-value of 32.427 and an R Square value of 0.503. The novelty of this study lies in its comprehensive examination of three essential consumer value dimensions within the wooden door industry context. The findings reveal that product quality is the most dominant factor influencing consumer purchasing decisions compared to other variables. This research provides practical implications for companies in developing strategies to improve product quality, establish competitive pricing strategies, and create innovative product designs to strengthen market competitiveness and increase consumer purchasing decisions.
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