PENGARUH PRODUCT DESIGN DAN BRAND IMAGE TERHADAP PURCHASE INTENTION KONSUMEN PADA TOKO BINTANG TAS SUKAREGANG GARUT

This study examines the standing of product design, brand image, and purchase intention among customers of Toko Bintang Tas Sukaregang in Garut, alongside the extent to which product appearance and brand perception contribute to consumers’ willingness to buy. A quantitative design was employed under a descriptive-verificative framework. Data were elicited through Likert-scale questionnaires completed by 100 customers and visitors recruited using purposive sampling. The responses were subsequently examined through descriptive statistics, classical assumption checks, and multiple linear regression using SPSS version 20. The assessment indicated that all three variables occupied a moderate level. Partially, product design exerted a significant effect on purchase intention (t = 8.082 > t table = 1.985; sig. 0.000 < 0.05) and emerged as the most influential determinant, while brand image also showed a significant influence (t = 3.527 > t table = 1.985; sig. 0.001 < 0.05). Simultaneously, both predictors significantly explained 46.8% of the variation in purchase intention (F = 42.733 > F table = 3.09; sig. 0.000 < 0.05). The novelty of this study lies in examining the effects of product design and brand image on purchase intention within the retail trade of local leather products in the Sukaregang Garut industrial cluster, a highly competitive business environment that has received limited empirical attention.