THE PURCHASE DECISION IN VIEW OF BRAND IMAGE, DESIGN AND DIVERSITY OF GLASSES PRODUCTS AT PRANOTO LAWEYAN OPTICS

Authors

  • Muslichah Saskia Sanjaya Faculty of Economics, Management Study Program, Islamic University of Batik Surakarta, Indonesia
  • Bambang Mursito Faculty of Economics, Management Study Program, Islamic University of Batik Surakarta, Indonesia
  • Eny Kustiyah Faculty of Economics, Management Study Program, Islamic University of Batik Surakarta, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v7i1.8288

Abstract

The majority of individuals with vision difficulties prefer other solutions, primarily the use of glasses or contact lenses. The objective of the study is to investigate and analyze the impact of brand image, design, and product diversity on purchasing decisions at Pranoto Laweyan Optics. This research strategy combines descriptive and quantitative methodologies. The participants were all Pranoto Laweyan Optics customers. By mailing questionnaires using Google Form, 100 samples were collected using the approach of purposive sampling. This investigation employs the classical assumption test, the multiple linear regression test, the F-test, the T-test, and the determination coefficient test. Positive and major influences on purchasing decisions for glasses at Pranoto Laweyan Optics are brand image, design, and product diversity. The greater the brand's reputation, the variety of available designs, and the variety of products, the more they can influence customer buying decisions. Keywords: Brand Image, Design, Product Diversities, Purchasing Decisions

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Published

2023-03-06

How to Cite

Sanjaya, M. S., Mursito, B., & Kustiyah, E. (2023). THE PURCHASE DECISION IN VIEW OF BRAND IMAGE, DESIGN AND DIVERSITY OF GLASSES PRODUCTS AT PRANOTO LAWEYAN OPTICS. International Journal of Economics, Business and Accounting Research (IJEBAR), 7(1). https://doi.org/10.29040/ijebar.v7i1.8288

Issue

Vol. 7 No. 1 (2023): IJEBAR, VOL. 07 ISSUE 01, MARCH 2023

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