PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK LULUR MADU IBU SORAYA
ABSTRACT: The
purpose of this study is 1) to know the influence of product quality significantly
to the purchasing decision 2) to know the influence of price significantly to
the purchasing decision 3) to know the influence of of product quality and
price simultaneously to the purchasing decision and 4) to know the variables
that influence is dominant among the variables of product quality and price to
the purchasing decision. The population of this research is the consumer who to
do a purchase on product of Lulur Madu Ibu Soraya, Accidental Sampling technique
definable then it can be as much as 100 research samples. Data analysis techniques
used in this research is a method of multiple regression analysis. Based on the
results of research and discussion by using multiple linear regression analysis
that has been done then it can be drawn in summary as follows: 1) Quality product
effect significantly to purchase decisions on product of Lulur Madu Ibu Soraya
2) Price effect significantly to purchase decisions on product of Lulur Madu Ibu
Soraya. 3) Product quality and price take effect simultaneously to the purchasing
decision on product of Lulur Madu Ibu Soraya 4) Product quality the dominant
effect of the purchase decision on product of Lulur Madu Ibu Soraya.
Keyword:
Product Quality, Price And Consumer Purchasing Decision
Penulis: Muhammad
Syarif
