Abstract

This study aims to determine the effect of product design, brand image and consumer behavior. In this study uses two methods of research are: 1) data collection methods include: Questionnaire, documentation, interviews and observations, and 2) data analysis method comprising: multiple linear regression, t-test, F, and the coefficient of determination.

Based on research by the author finally obtained the following results: from the regression equation Y = X1 + 0.510 0.079 6,185+ X2 can be seen if the value of the product design and brand image is considered constant, the behavior of consumers is 6.185. Product design variable has a coefficient of 0.079, and brand image has coefficient of 0.510. The magnitude of the coefficient indicates the positive influence that means higher product design and brand image, the higher the consumer behavior.

The magnitude of the numbers coefficient of determination equal to 0.088 or 8.8%. This figure means that 8.8% of consumer behavior that occurs can be explained by using a variable product design and brand image.

Testing the hypothesis H1 that generates that says that there is a positive and significant influence between the variables of product design to consumer behavior is rejected, and H2 are saying that there is no positive and significant influence between the variables of brand image on consumer behavior is rejected. From the ANOVA test produces a probability figure 0.084> 0.05, then the hypothesis three (H3) which says that simultaneously there is significant relationship between the variables of product design and brand image on consumer behavior is rejected.

 

Keyword: product design, brand image, consumer behavior