PENGARUH DESAIN PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA THE BOUQUET DI KABUPATEN SIDENRENG RAPPANG

Agustiani B. 2025. The Influence of Product Design and Price on Consumer Purchase Decisions at The Bouquet in Sidenreng Rappang District, supervised by Andi Widiawati and Muh Syilfa Nooviar.
This study aims to determine (1) the partial influence of product design and price on consumer purchase decisions at The Bouquet in Sidenreng Rappang District, (2) the simultaneous influence of product design and price on consumer purchase decisions at The Bouquet in Sidenreng Rappang District, and (3) the most dominant variable influencing consumer purchase decisions at The Bouquet in Sidenreng Rappang District.
The study employed a quantitative approach using multiple linear regression analysis. Data was collected through online questionnaires distributed to consumers of The Bouquet in Sidenreng Rappang District, with a total sample of 77 respondents.
The research findings indicate that (1) Individually, both product design and price have a positive and significant influence on purchase decisions. (2) Collectively, product design and price have a positive and significant influence on purchase decisions. (3) Price is the most dominant factor influencing purchase decisions at The Bouquet.