Multicience
Vol. 3 No. 06 (2023): INTERNATIONAL JOURNAL OF MULTISCIENCE - SEPTEMBER - DECEMBER 2023 EDITION

THE INFLUENCE OF CONSUMER BEHAVIOR AND PRODUCT QUALITY ON PURCHASING DECISIONS IN PANDAN ROTI RAOS, SUKABUMI REGENCY, INDONESIA

SINDI KRISNANDARI (Faculty of Economics. Djuanda University, Bogor)
ISMARTAYA (Faculty of Economics. Djuanda University, Bogor)
ENDANG SILANINGSIH (Faculty of Economics. Djuanda University, Bogor)

Article Info

Publish Date
10 Sep 2023

Abstract

This study ains to determine the effect of consumer behavior and product quality on purchasing decisions on Roti Raos Pandan in Sukabumi Regency. Sampling amounted to 66 respondents. A quantitative methode is used in this research. Data collection techniques through questionnaires, abservations dan interview. An instrument test is used for data analysis, consisting of validity test, a reliability test, and classical assumption test as well as descriptive analysis for multiple linear regression and hypothesis testing. The results showed that consumer responses to consumer behavior were categorized as good. consumer responses to product quality are categorized as good. Consumer resnposes to purchasing decision on Roti Raos Pandan are categorized as interested. Simultaneously and partially, consumer behavior and product quality have a positive and significant effect on purcashing decisions on Roti Raos Pandan in Sukabumi Regency.

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Journal Info
Multicience
Website

Abbrev

ijm

Publisher

CV KULTURA DIGITAL MEDIA

Subject

Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

Description

The principle reason for INTERNATIONAL JOURNAL OF MULTISCIENCE is to give an academic discussion to the world, over to share great learning. It expects to be the voice of scholars around the world. One of its establishing standards is that of backing of the scholastic research field. The ...