Pengaruh Product Involvement Dan Entitas Merek Terhadap Keputusan Pembelian Produk Pada Pt. Distriversa Buanamas Medan

Abstract

The purpose of this study was conducted to determine the effect of product involvement on product purchasing decisions, the influence of brand entities on product purchasing decisions and to determine the effect of product involvement and brand entities simultaneously on product purchasing decisions at PT. Distriversa Buanamas Medan. Collecting research data using a questionnaire with multiple regression data analysis techniques. The conclusion of this study is to use a hypothesis test, namely the t test, it is known that the tcount value of the product involvement variable is 5.785, meaning tcount>ttable, namely 5.785 > 1.66800, then H0 is rejected and Ha is accepted, which means that product involvement has a significant influence on product purchasing decisions at PT. Distrversa Buanamas Medan. The results of the study using the hypothesis test, namely the t test, it is known that the tcount value of the brand entity variable is 2.041, which means tcount>ttable, namely 2.041> 1.66800, then H0 is rejected and Ha is accepted, which means that brand entities have a significant influence on product purchasing decisions at PT. Distrversa Buanamas Medan. In addition, the results of the study using the F test show that the value of Fcount = 83,146 which means Fcount > Ftable (83,146 > 3.12), and a significance of 0.000 or less than a = 0.05 means that the product involvement and brand entity variables together or simultaneously affect the decision to purchase products at PT. Distrversa Buanamas Medan. Furthermore, the results of the determination test show that the R Adjust Square value is 57.5%, meaning that there is an influence of product involvement and brand entities on product purchasing decisions of 0.575 or 57.5% while the rest is influenced by other factors not examined.

Pengaruh Kualitas Produk terhadap Keputusan Pembelian pada PT. Elco Indonesia Sejahtera

“…6 No. 1 (2024) 240-245 241 meningkatkan produk dan layanan mereka sesuai dengan kebutuhan pasar yang berkembang [8].…”