Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Besi Pada Benua Baru Rawakalong-Bogor
DOI:
https://doi.org/10.61722/jemba.v3i1.2155Keywords:
Price, Product Quality, Purchasing DecisionAbstract
This study aims to determine the effect of product quality and price on purchasing decisions. The method used is quantitative with a population of 1,248 customers, based on data from the purchase book. The sampling technique used probability sampling with the Slovin formula, so that a sample of 93 respondents was obtained. The data analysis methods used in the study include instrument tests (validity and reliability), classical assumption tests (normality, multicollinearity, and heteroscedasticity), and simple and multiple linear regression analysis. In addition, the correlation coefficient test, the coefficient of determination (R²) test, and the t test (partial), F test (simultaneous) were carried out. The results of this study indicate that product quality has a positive and significant influence on purchasing decisions, the value of t_count> t_table or (8.450> 1.987) with a significance value of 0.000 < 0.05. Price has a positive and significant influence on purchasing decisions with a value of t_count> t_table or (7.507> 1.987) with a significance value of 0.000 <0.05. Product quality and price have a positive and significant influence on purchasing decisions with a value of F_hitung> F_tabel or (53,777> 3.10) with a significance value of 0.000 <0.05. Product quality and price on purchasing decisions have a regression effect Y = 4.274 + 0.510 X1 + 0.336 X2. The result of the R-square value (coefficient of determination) is 54.4%, while the remaining 45.6% is influenced by other factors or variables not examined in this study.
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