Abstract
Consumer purchasing decisions is the occurrence of sales fluctuations in the past four years. Product differentiation, promotion, and price are factors that have been pursued by the company but have not been able to provide a maximum contribution to consumer decisions. The purpose of this study was to determine the effect of product differentiation, promotion, and price on fashion product purchasing decisions. The sample was determined by purposive random sampling technique, with 105 respondents. The data collection technique used was a questionnaire (questionnaire). The analysis technique used the SPSS version 22. The results showed there was an effect of product differentiation, promotion, and price simultaneously on the decision to purchase fashion products. Based on the partial test results it can be seen that product differentiation, promotions, and prices have a positive and significant effect on purchasing decisions for fashion products. The conclusion from this research is the higher product differentiation, promotion, and price, the decision to buy products fashion will increase. Suggestions for further researchers is to be able to conduct research on different subjects and by developing other independent variables.
Highlights
Abstrak: Pengaruh Diferensiasi Produk, Promosi, dan Harga Terhadap Keputusan Pembelian Produk Fashion
The results showed there was an effect of product differentiation, promotion, and price simultaneously on the decision to purchase fashion products
Hal tersebut juga menunjukkan dengan memanfaatkan perkembangan teknologi bahwa semakin meningkat promosi maka saat ini, seperti menggunakan aplikasi yang keputusan pembelian produk fashion Pada UD
Summary
Data penelitian diperoleh dari hasil terhadap setiap butir-butir pernyataan yang kuesioner yang telah disebarkan kepada diajukan dalam kuesioner. Hasil analisis deksriptif sebagaimana Mulia akan melakukan diferensiasi produk agar disajikan pada Tabel 3 menunjukkan bahwa tidak kalah dari pesaing dengan menampilkan variabel diferensiasi produk secara keseluruhan produk terbaiknya dan dapat memenuhi selera memperoleh nilai rata-rata sebesar 3,94, yang konsumen yang selalu berubah setiap waktunya berarti penilaian responden dalam kategori merupakan tuntutan yang diinginkan oleh. Hasil analisis deskripsi sebagaimana disajikan pada Tabel 4 menunjukkan bahwa variabel promosi secara keseluruhan memperoleh nilai rata-rata 4,01, yang berarti penilaian responden dalam kategori Baik. Promosi dengan pemanfaatan dari orang lain, itupun juga yang terjadi saat teknologi saat ini sangat penting dilakukan membeli produk fashion UD. Pemanfaatan teknologi dalam di sekitaran tempat produksi, maka dari itu media promosi juga sangat dimudahkan karena banyak konsumen yang kurang mengetahui kemudahan penggunaan dan kebermanfaatan produk-produk apa saja yang dijual pada tempat teknologi terutama smart phone saat ini, sehingga tersebut.
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