Pengaruh Emotional Value dan Perceived Quality terhadap Keputusan Pembelian Sepatu Vans (Studi Kasus pada Mahasiswa Prodi Teknik Mesin UMSU

Abstract

Penelitian ini bertujuan untuk menguji pengaruh emotional value dan perceived quality terhadap keputusan pembelian sepatu vans (studi kasus pada mahasiswa prodi teknik mesin umsu). Penelitian ini menggunakan metode pendekatan kuantitatif yang diukur menggunakan metode berbasis regresi linear berganda dengan program spss statistic 23. Pengumpulan data yang dilakukan peneliti dengan cara menyebarkan kuesioner. Populasi dalam penelitian ini mahasiswa/i prodi teknik mesin umsu yang terdiri dari periode tahun 2021-2023 yang berjumlah 2.762 orang. Teknik analiss data yang dilakukan dengan menggunakan uji asumsi klasik, uji statistik, dan uji hipotesis.berdasarkan hasil penelitian menunjukkan bahwa (1) emotional value berpengaruh positif dan signifikan terhadap keputusan pembelian (2) perceived quality berpengaruh positif dan signifikan terhadap keputusan pembelian (3) emotional value dan perceived quality bersama-sama (simultan) berpengaruh positif dan signifikan terhadap keputusan pembelian. This research aims to examine the influence of emotional value and perceived quality on the decision to purchase Vans shoes (case study of UMSU mechanical engineering study program students). This research uses a quantitative approach method which is measured using a multiple linear regression-based method with the SPSS statistics 23 program. Data collection was carried out by researchers by distributing questionnaires. The population in this study was students from the Umsu mechanical engineering study program consisting of the 2021-2023 period, totaling 2.762 people. Data analysis techniques were carried out using classical assumption tests, statistical tests and hypothesis tests. Based on the research results, it shows that (1) emotional value has a positive and significant effect on purchasing decisions (2) perceived quality has a positive and significant effect on purchasing decisions (3) emotional value and perceived quality together (simultaneously) have a positive and significant effect on buying decision.