PENGARUH DESAIN PRODUK, BRAND IMAGE, DAN PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN VITAMIN XON-CE DI APOTEK JASMINE

Abstract

This study aims to analyze the influence of product design, brand image, and consumer
behavior on purchasing decisions of Vitamin Xon-Ce at Jasmine Pharmacy. This research
method uses descriptive research with a quantitative approach. The population of this
study are consumers who consume xon-ce vitamins in Batam City, where the exact
amount is not known. The technique of determining the sample through the Jacob Cohen
formula with the results of calculating as many as 240 respondents based on purposive
sampling. The findings in the multiple linear regression analysis state that product design
can contribute an increase of 36.5% to purchasing decisions. Brand image can contribute
an increase of 20.0% to purchasing decisions. Consumer behavior can contribute an
increase of 47.9% to purchasing decisions. The results of the analysis of the coefficient of
determination (R2) state that product design, brand image and consumer behavior can
contribute 67.4% to purchasing decisions. The results of the t and F test show that product
design, brand image, and consumer behavior have a positive and significant effect partially
and simultaneously on purchasing decisions