Faktor desain produk, kustomisasi dan pengaruh sosial terhadap minat beli konsumen pada produk karpet PT. Syam Sukses Sakato
DOI:
https://doi.org/10.54957/jolas.v4i6.1103Kata Kunci:
Desain Produk, Kustomisasi, Minat Beli, Pengaruh SosialAbstrak
Industri karpet di Indonesia berkembang pesat dan menghadapi persaingan ketat, termasuk PT. Syam Sukses Sakato di Medan. Penelitian ini meneliti faktor desain produk, kustomisasi, dan pengaruh sosial terhadap minat beli konsumen karpet PT. Syam Sukses Sakato. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada konsumen karpet PT. Syam Sukses Sakato dan analisis data dilakukan dengan menggunakan model regresi linier berganda. Hasil penelitian menunjukkan bahwa desain produk tidak memiliki pengaruh signifikan terhadap minat beli konsumen. Meskipun desain produk memiliki peran penting dalam menarik perhatian konsumen, faktor lain seperti harga dan kualitas produk lebih dominan dalam mempengaruhi keputusan pembelian. Sebaliknya, kustomisasi memiliki pengaruh yang signifikan terhadap minat beli konsumen. Konsumen lebih tertarik pada produk yang dapat disesuaikan dengan preferensi pribadi mereka. Pengaruh sosial tidak memiliki pengaruh signifikan terhadap minat beli dalam penelitian ini, menunjukkan bahwa keputusan pembelian konsumen cenderung lebih dipengaruhi oleh faktor individu daripada faktor sosial.
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