Pengaruh Citra Merek, Desain Produk, dan Kualitas Produk Terhadap Keputuan Pembelian Jersey DJ Sport (Studi Kasus pada Mahasiswa Fakultas Ilmu Keolahragaan Universitas Negeri Semarang)

Abstract

One jersey manufacturer that continues to innovate its products is DJ Sport. This is evidenced by its existence in the world of sports as a provider of Indonesian sports products, especially jerseys. The purpose of this study was to determine and analyze the brand image, product design and product quality of the purchase of a DJ Sport jersey. This type of research is a combination or better known as a mixed method, which is a combination of quantitative and qualitative research. This research design uses a sequential explanatory design. The sample in this study were 90 students of the Faculty of Sports Science who were still active in college, divided into three majors, namely PJKR, IKOR and PKO. Quantitative data analysis techniques consist of descriptive analysis and multiple regression analysis, while qualitative data analysis techniques consist of data collection, data reduction, data presentation, and conclusions. The results of the research and discussion show that 1) Brand image has a positive and significant effect on the decision to buy a DJ Sport jersey, 2) Product design has a positive and significant effect on the decision to purchase a DJ Sport, 3) Product quality has a positive and significant effect on the decision to buy a DJ Sport jersey, and 4) Product quality has the most dominant influence on the decision to buy a DJ Sport jersey. The conclusion in this study is that brand image, product design and product quality simultaneously have a positive and significant effect on the decision to buy a DJ Sport jersey.