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Aneke Y. Punuindoong
Universitas Sam Ratulangi

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Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Sabun Mandi Lifebuoy pada Mahasiswa yang Berdomisili di Kelurahan Bahu Kota Manado Armawi Sridayu Manik; Lucky F. Tamengkel; Aneke Y. Punuindoong
Productivity Vol 4 No 6 (2023): Additional Issue
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/ejp.v4i6.52451

Abstract

This research aims to determine the influence of price and product quality on purchasing Lifebuoy bath soap among students living in the Bahu sub-district, Manado City. This type of research uses a quantitative descriptive approach using a sample of 50 respondents from consumers who use Lifebuoy bath soap products. This research uses data collection techniques by surveying respondents via online questionnaires and interviews with Likert scale measurements. This research uses the multiple linear regression analysis method. From the results of the existing research and discussion, it was concluded that price and product quality have a positive and significant influence on the decision to purchase Lifebuoy bath soap among students who live in the Bahu sub-district of Manado City and have a fairly strong influence with a percentage of 72.4%, the remainder being influenced by Another variable and the most dominant variable in this research is the price variable.
Co-Authors Armawi Sridayu Manik Bella P. Rumegang Bruri Manengal Chinvia D. Pitoi Christy A. Tenda Daniel M. Wicaksono Gabriela M. Mantouw Herling J. W. Sumolang Imanuel Kawengian Irene F. Lahensel Jihen Wuysang Johnny A. F. Kalangi Johny A. F. Kalangi Johny R. E Tampi Johny R. E. Tampi Lucky F. Tamengkel Meijina E. Karundeng Meylinda K. Longdong Novia Jelita Gomoi Riane J. Pio Tatinaya Paputungan Tenny M. L Makalew Thea Wowor Tinneke M. Tumbel Valerie Rumawung Vincensius Alfredo Ngantung Widyawanti A. Rambu Yulsi Y. Hayati