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All Journal Jurnal Projemen UNIPA
Avevia, Yuliana
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Pada UMKM Kresna Galeri Di Maumere Avevia, Yuliana; Andreas Rengga; Lewar, Maria Viviana Nurak
Jurnal Projemen UNIPA Vol 13 No 2 (2026): Mei: Jurnal Projemen UNIPA
Publisher : Universitas Nusa Nipa Maumere

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/projemen.v13i2.1399

Abstract

This study aims to determine the effect of product quality and price on purchasing decisions at UMKM Kresna Galeri in Maumere. This research employed a quantitative approach with an associative research design. The population consisted of 4,050 consumers, and a sample of 100 respondents was selected using the Slovin formula. Data were collected through questionnaires, observation, interviews, and documentation. The data were analyzed using multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results indicate that product quality has a positive and significant effect on purchasing decisions. Price also has a positive and significant effect on purchasing decisions. Simultaneously, product quality and price significantly influence purchasing decisions at UMKM Kresna Galeri in Maumere. These findings suggest that improving product quality and implementing appropriate pricing strategies can increase consumer purchasing decisions.
Co-Authors Andreas Rengga Maria Viviana Nurak Lewar