ULOS PRODUCT PURCHASE DECISION JUDGING FROM ASPECTS OF PRICE, BRAND LOVE AND CUSTOMER BRAND ENGAGEMENT

Tujuan utama penelitian yakni menganalisis pengaruh harga, brand love dan customer brand engagement terhadap keputusan pembelian produk Ulos. Sampel dalam penelitian ini berjumlah 90 responden yang ditentukan dengan pendekatan convenience sampling. Pengumpulan data menggunakan instrumen kuesioner yang kemudian dibagikan secara online  Analisis data menggunakan aplikasi SPSS dengan menampilkan hasil pengolahan data melalui uji instrumen penelitian dengan uji validitas dan reabilitas, analisis regresi berganda, koefisien determinasi dan uji hipotesis. Berdasarkan hasil analisis data, diperoleh kesimpulan yang menyatakan harga, brand love dan customer brand engagement memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian produk Ulos. Implikasi penelitian menyajikan peranan harga dan brand love merupakan salah satu komponen penting yang melekat pada produk Ulos. Keterikatan pelanggan dalam melakukan pembelian Ulos tidak terlepas dari harga yang ditawarkan yang relatif ekonomis dan kecintaan akan produk tersebut. Dengan hadirnya penelitian ini, diharapkan dapat memberikan tambahan informasi bagi pengrajin Ulos dan pelaku usaha Ulos dalam mengembangkan strategi pemasaran, terutama dalam meningkatkan keputusan pembelian Ulos. The main objective of this research is to analyze the effect of price, brand love and customer brand engagement on purchasing decisions for Ulos products. The sample in this study amounted to 90 respondents who were determined by a convenience sampling approach. Data collection using a questionnaire instrument which is then distributed online. Data analysis using the SPSS application displays the results of data processing through research instrument tests with validity and reliability tests, multiple regression analysis, coefficient of determination and hypothesis testing. Based on the results of data analysis, it is concluded that price, brand love and customer brand engagement have a positive and significant influence on purchasing decisions for Ulos products. The research implies that the role of price and brand love is one of the important components attached to Ulos products. Customer involvement in purchasing Ulos cannot be separated from the relatively economical price offered and the love for the product. With the presence of this research, it is hoped that it can provide additional information for Ulos artisans and Ulos business actors in developing marketing strategies, especially in improving Ulos purchasing decisions.