Pengaruh Kualitas Produk, Desain Produk dan Harga terhadap Keputusan Pembelian Sepatu Specs di Shopee

This study aims to find out whether product quality, product design, and price affect consumer purchasing decisions on Specs brand sports shoes on Shopee. The research method used is a quantitative approach with a survey method. Data was collected through questionnaires from consumers who have purchased Specs shoes on Shopee, and then analyzed using multiple linear regression with the help of IBM SPSS version 25. The results show that product quality does not have an effect on purchasing decisions with a significance value of 0.075>0.05, while product design and price have an effect with significance values of 0.000<0.05. Together, the three variables have an effect on purchasing decisions with an F-count value of 121.565 and significance of 0.000<0.05. The Adjusted R Square value of 0.785 indicates that all independent variables can explain 78.5% of the variation in purchasing decisions.