Pengaruh Persepsi Konsumen, Prestise Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Pada Produk Vape Di Kecamatan Senduro)

Abstrak

Vape is an innovative product that was created to fulfill a person's nicotine needs without going through the burning process like conventional cigarettes, therefore vaping is an alternative for conventional cigarette addicts to be able to enjoy nicotine with a very low level of health risk. This study aims to determine how much influence consumer perceptions, prestige, and product quality have on purchasing decisions for mod-type vapes in Senduro District. The research method used in this research is quantitative. Data were collected through questionnaires, and in this study the number of respondents used was 60 respondents. The population in this study is infinite and the sampling technique used is the purposive sampling technique. Hypothesis testing is done by using multiple regression analysis techniques. After partially testing or t-testing, the following results were obtained: 1) consumer perceptions have no effect on vape purchasing decisions in Senduro District. 2) prestige has no effect on vape purchasing decisions in Senduro District. 3) product quality has an effect on vape purchasing decisions in Senduro District. 4) the value of the coefficient of determination (R2) produced is 0.311 or 31.1% purchasing decisions can be explained by the variables of Consumer Perception, Prestige, and Product Quality