<![CDATA[ Tujuan penelitian ini adalah: untuk menguju pengaruh kualitas produk, desain produk terhadap keputusan pembelian melalui harga pada pelaku ekonomi kreatif subsektor fashion dikota Jombang. Sampel yang digunakan dalam penelitian ini adalah konsumen pada distro dikota jombang. Jumlah sampel dalam penelitian ini sebanyak 97 responden dengan menggunakan rumus Lameshow. Teknik analisa data yang digunakan adalah PATH. Hasil penelitian menunjukkan kualitas produk berpengaruh positif terhadap keputusan pembelian, harga mampu memediasi hubungan antar variabel kualitas produk terhadap variabel leputusan pembelian, dan penelitian ini juga menyebutkan harga mampu memediasi hubungan antar variabel desain produk terhadap variabel keputusan pembelianKata Kunci: kualitas produk, desain produk, keputusan pembelian, harga The purpose of this study is: to examine the effect of product quality, product design on purchasing decisions through prices on creative economy actors in the fashion sub-sector in the city of Jombang.The sample used in this study were consumers of the distribution in the city of Jombang. The number of samples in this study were 97 respondents using the Lameshow formula. The data analysis technique used is PATH. The results showed that product quality had a positive effect on purchasing decisions, price was able to mediate the relationship between product quality variables and purchase decision variables, and this study also stated that price was able to mediate the relationship between product design variables to purchasing decision variables.Keywords: product quality, product design, purchase decisions, price]]>
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