Abstract
Efforts to support product business progress at the Cibaduyut shoe center currently need to be supported by technology, not only in production but also in marketing. Companies can take advantage of technological advancements by marketing products produced online. This system makes it easy for consumers to be used in choosing the desired product according to their needs. Anticipating competition among producers and achieving customer satisfaction, including the need to see good product quality and competitive prices, so that purchasing decisions occur. This study aims to determine the picture of product quality, price, purchasing decisions and customer satisfaction and the effect of the influence of product quality and price on purchasing decisions both simultaneously and partially. The research method used in this research is descriptive verification method with data collection techniques through questionnaires. The results showed that the quality of Golfer shoes was quite good on the model but was judged to be poor in terms of its durability. An assessment of the price is considered quite expensive, this can be due to tiered prices, consumer purchasing decisions on Golfer shoes products are considered less fast and customers are less satisfied with their products. Product quality has a positive and significant impact on purchasing decisions and their implications for customer satisfaction. Prices have a positive and significant effect on purchasing decisions and their implications for customer satisfaction. Simultaneously, product quality and price influence purchasing decisions. Purchasing decisions affect customer satisfaction. The direct influence of product quality on customer satisfaction and the direct effect of prices on customer satisfaction
Highlights
Cultural elements are likely to influence buying behaviourof shoes? There are many different aspects of culture that have been analysed by cultural researchers over the years
With a large population of Indonesia, it is one of the opportunities for business actors in the footwear industry, especially for these shoe products. This potential can be seen from the demographic factors of Indonesia's population
Descriptive method is a research that aims to obtain a description of the strategy to increase customer satisfaction for shoes in Bandung on Golfer shoes in Whereas with verification research, basically the researcher wants to test the truth of the hypothesis through data collection in the field, where the research will test the quality of the product through the dimensions of performance, features, reliability, conformance, durability, service ability and test prices through indicators of price affordability, price compatibility with quality, price compatibility with benefits, price competitiveness, purchasing decisions and its implications for customer satisfaction in golfer shoes products in Cibaduyut, Bandung city
Summary
Cultural elements are likely to influence buying behaviourof shoes? There are many different aspects of culture that have been analysed by cultural researchers over the years. The Director General of Small, Medium and Miscellaneous Industry (IKMA) of the Ministry of Industry, Gati Wibawaningsih, (2018) that the shoe or footwear industry in Indonesia recorded a total production of up to 1.41 billion pairs of shoes. This amount contributes 4.6 percent to the world's total shoe production (Source: https://bisnis.tempo.co/, 2020) Indonesia has a strategic position in the production of footwear in the world. The Cibaduyut home shoe industry area has around 250 stalls, which is already known as one of the shopping attractions, from shoes, wallets, to Cibaduyut product bags
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