PENGARUH PROGRAM CORPORATE SOCIAL RESPONSIBILITY, PERCEIVED QUALITY DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN TEH JAVANA DI KELURAHAN PALEBON KOTA SEMARANG)

Abstract

Purchase decision-making process is a process that starts from the recognition that the problem can be solved through the purchase of several products. This study aims to determine the influence of corporate social responsibility, perceived quality and product design to consumer purchasing decision Javana tea in the village of Palebon Semarang.
The population in this research is consumer Tea Javana in Sub Palebon Semarang with a total sample of 100 respondents using a convenience sampling technique. Analysis of the data used to test the validity and reliability, asumsiklasik test, multiple regression analysis and t test and F test
The results showed a positive effect on the variable corporate social responsibility on consumer purchasing decisions Javana tea in the village of Palebon Semarang with a regression coefficient of 0.379. There is a positive influence on the perceived quality variables on consumer purchasing decisions Javana tea in the village of Palebon the city, with a regression coefficient of 0.252. There is a positive effect of the variable product design to consumer purchasing decision Javana tea in the village of Palebon the city, with a regression coefficient of 0.246. There is the influence of corporate social responsibility, perceived quality and design products jointly influence consumer purchase decisions at village tea Javana Palebon the city, with a calculated F value of 27.263 with probability 0,000
Tea party manufacturers Javana should first consider in setting policy and marketing of its products also utilize the potential of marketing in order to increase the purchasing decisions of respondents.
Keywords: corporate social responsibility, perceived quality, product design, consumer purchase decision