ANALISIS PENGARUH PRIDE, BRAND LOVE DAN PERCEIVED PRICE SERTA PRODUCT DESIGN TERHADAP PURCHASE DICISION MELALUI ATTITUDE DAN INTENTION PADA PENGGUNA SEPATU VENTELA DI KOTA SAMARINDA --

ABSTRAK
ANALISIS PENGARUH PRIDE, BRAND LOVE DAN PERCEIVED PRICE SERTA
PRODUCT DESIGN TERHADAP PURCHASE DECISION MELALUI ATTITUDE DAN
INTENTION PADA PENGGUNA SEPATU VENTELA DI KOTA SAMARINDA
FITRIAH
Penelitian ini bertujuan untuk menganalisa Pengaruh Pride, Brand Love dan
Perceived Price serta Product Design terhadap Purchase Decision melalui Attitude dan
Intention pada pengguna sepatu Ventela di Kota Samarinda. Penelitian ini
menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang diolah
dengan software SPSS Statistic 23 dan Structural Equation Modelling (SEM) dengan
software IBM AMOS 23. Sampel yang digunakan dalam penelitian ini berjumlah 168
sampel yang diambil dari pengguna sepatu Ventela di Kota Samarinda. Dalam
penelitian ini dilakukan uji instrument yang terdiri dari uji validitas dan uji reliabilitas, uji
asumsi menggunakan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa pride, brand love dan
perceived price serta product design berpengeruh signifikan terhadap attitude, pride
tidak berpengaruh signifikan terhadap intention, brand love dan perceived price
berpengaruh signifikan terhadap intention, product design tidak berpengaruh signifikan
terhadap intention, brand love tidak berpengaruh signifikan terhadap purchase decision,
perceived price berpengaruh signifikan tehadap purchase decision, product design tidak
berpengaruh signifikan terhadap purchase decision,attitude berpengaruh signifikan
terhadap intention, attitude berpengaruh signifikan terhadap purchase decision,
intention berpengaruh signifikan terhadap purchase decision pada pengguna sepatu
Ventela di Kota Samarinda.
Kata Kunci: Pride, Brand Love, Perceived Price, Product Design, Attitude, Intention,
Purchase Decision.
ABSTRACT
ANALYSIS OF THE INFLUENCE OF PRIDE, BRAND LOVE AND PERCEIVED
PRICE AND PRODUCT DESIGN ON PURCHASE DECISION THROUGH ATTITUDE
AND INTENTION ON VENTELA SHOE USERS IN SAMARINDA CITY
FITRIAH
This research aims to analyze the influence of Pride Brand Love and Perceived
Price and Product Design on Purchase Decisions through Attitude and Intention among
Ventela shoe users in Samarinda City. This research uses a quantitative approach using
path analysis processed with SPSS Statistics 23 software and Structural Equation
Modeling (SEM) with IBM AMOS 23 software. The samples used in this research were
168 samples taken from Ventela shoe users in Samarinda City. In this research,
instrument tests were carried out consisting of validity and reliability tests, assumption
tests using estimation tests and structural model fit tests.
Based on the structural model, it can be proven that pride, brand love and
perceived price and product design have a significant influence on attitude, pride has no
significant influence on intention, brand love and perceived price have a significant
influence on intention, product design has no significant influence on intention, brand
love has no effect. significant effect on purchase decision, perceived price has a
significant effect on purchase decision, product design has no significant effect on
purchase decision, attitude has a significant effect on intention, attitude has a significant
effect on purchase decision, intention has a significant effect on purchase decision for
Ventela shoe users in Samarinda City.
Keywords: Pride, Brand Love, Perceived Price, Product Design, Attitude, Intention,
Purchase Decision