The Effect Of Product Quality And Price On Consumer Purchasing Decisions At Aiman Parfum Merauke Store

Abstract

This study aims to determine the effect of product quality and price on consumer purchasing decisions at Aiman Parfum Merauke. Customers of Aiman Parfum are the population that the researcher will suggest for this study. The sample in this study consisted of 66 respondents using accidental sampling technique, where the study was conducted by chance. This study uses a quantitative approach with multiple linear regression analysis. The data sources used are primary and secondary data, while the data collection techniques used are surveys or observations, interviews, and questionnaires. The variables in this study were measured using the SPSS version 26 program. The results of this study indicate that product quality partially has a significant effect on purchasing decisions with a significance value of 0.007 < 0.05. Meanwhile, for price, a significance value of 0.014 < 0.005 was obtained. This means that this study shows that price partially has a significant effect on purchasing decisions. Based on the F test results obtained from the analysis, the significance value is 0.002 < 0.05. This means that product quality and price simultaneously have a positive and significant effect on purchasing decisions.