PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PT. INDOMARCO ADI PRIMA DI DAMPYAK TEGAL

Abstract

ABSTRAK
This study examines the effect of product quality and price on purchasing
decisions at PT. Indomarco Adi Prima. Respondents in this study were samples
who were shopping at PT. Indomarco Adi Prima. The number of respondents who
made the sample of this study were 50 people. In determining the sample used in
this study was purposive random sampling, while to find out the relationship
between variables the researcher used a data quality analysis calculation method
consisting of (1) Validity Test and (2) Reliability. Then to find out the influence
between the variables the researcher used classical assumption analysis
consisting of (1) Normality test (2) Multicollinearity Test (3) Heteroscedasticity
Test (4) T test and (6) F test with analysis tool using SPSS version 20 for windows
The results of this study show that the quality variables of the porduk
have a significant effect and the price variable has a significant effect and from
the simultaneous test results it influences the purchasing decisions at PT.
Indomarco Adi Prima.
Keywords: Product quality, price and purchase decision