Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian

Olwinda Politon (Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi)
Lucky F. Tamengkel (Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi)
Aneke Y. Punuindoong (Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi)

Productivity
Vol 1 No 1 (2020)

This study aims to determine whether product quality and price influence purchasing decisions. This research is a type of quantitative research with the population of Mengkang Village and Lolayan District that have already bought and consumed palm sugar products within a period of one year. The sample size uses the guidelines proposed by Roscoe, ie more than 30 and less than 500 samples are sufficient to be used in a study. Therefore, the sample in this study was 100 respondents. Data analysis techniques used multiple linear regression analysis. The results showed that there was an effect of product quality on purchasing decisions, but there was no influence between price and purchasing decisions. In the case of multiple regression tests the results are obtained that the product quality and price together influence the purchasing decision.