The Influence of Product Quality and Price on the Purchase Decision of Conch Cement Products at Multi Karya Building Store in Pontianak
DOI:
https://doi.org/10.55927/ijbae.v5i3.41Keywords:
Product Quality, Price, Purchase Decision.Abstract
The purpose of this study is to examine how product quality and price affect people's choices about what Conch Cement goods to buy at the Multi Karya Building Store in Pontianak. The study uses an associative method and gathers information through interviews, surveys, observations, and written records. A purposive sampling method was used to choose the 100 individuals who made up the study group. The data was analyzed using SPSS software, which included validity and reliability tests, classical assumption tests, multiple linear regression, correlation coefficient, coefficient of determination, F-test, and t-test. The study determined that the price and quality of a product significantly influence individuals' purchasing decisions, as evidenced by a F value of 57.299 and a significance level of 0.000. It's possible that price has a bigger impact on buying choices than product quality. Product quality has a t value of 2.186 and a significance of 0.031, while price has a t value of 4.375 and a significance of 0.000. The correlation coefficient of 0.736 indicates a robust correlation between the quality of a product and its price in the context of purchasing decisions. The coefficient of determination of 0.542 indicates that the price and quality of the product can account for 54.2% of the purchase decisions. Other factors outside the study account for the other 45.8%.
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