Pengaruh Desain Produk, Kualitas Produk dan Kreativitas Iklan Terhadap Keputusan Pembelian Produk Aerostreet di Kota Batam

Elvan Maulana Rif’at; Hikmah Hikmah

doi:10.55606/jurimea.v5i3.1393

Authors

Elvan Maulana Rif’at Universitas Putera Batam
Hikmah Hikmah Universitas Putera Batam

DOI:

https://doi.org/10.55606/jurimea.v5i3.1393

Keywords:

Product Design, Product Quality, Advertising Creativity, Purchasing Decision, Aerostreet

Abstract

The rapid growth of the local fashion industry, particularly footwear, demands companies like Aerostreet to enhance competitiveness through product innovation and effective marketing strategies. This paper analyzes how product design, product quality, and advertising creativity affect Aerostreet product purchase decisions in Batam City. Using a quantitative approach and data from 204 purposively selected consumers, the study applies multiple linear regression with SPSS 29. Results confirm that all three variables significantly influence consumer decisions, both independently and jointly. An adjusted R² score of 48.8% indicates strong explanatory power over consumer purchasing behavior. These findings suggest that a combination of attractive design, good quality, and creative advertising is crucial in encouraging consumers to purchase Aerostreet products

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