The Influence of Product Quality, Product Price, and Product Design on the Competitiveness of Ventela Shoes

Abstract

This research was conducted to analyze the competitiveness of Ventela shoes in Indonesia local market. In this research, researcher used three independent variables such as, product quality, product price, and product design using competitiveness as the dependent variable. The research method used in this research is quantitative research. The data collection technique employed in this research is non-probability sampling with purposive sampling as sampling technique. This research population consists of individuals who use Ventela shoes products who live in Jabodetabek and outside Jabodetabek. There were 118 respondents as sample in this research. Data collection was carried out by distributing questionnaires to respondents. The results of this research indicate that the variable product price and product design significantly influence competitiveness on the Ventela shoes products, while the variable of product quality does not significantly influence competitiveness of Ventela shoes products. Implication to managerial practice and further research are suggested.