PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSANPEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING (STUDI EMPIRIS PADA USAHA KERAINAN UKIR BONGGOL JATI DI KECAMATAN SARADAN)

Abstract

ABSTRACT This study aims to examine and determine: a) the effect of product quality and price on buying interest in the teak cob carving business in Saradan sub-district, b) the effect of product quality and price on purchasing decisions in the teak cob carving craft business in Saradan sub-district, c) the influence of Buying Interest on Purchase Decisions in the teak weevil carving craft business in Saradan sub-district, d) the effect of Product Quality on Purchase Decisions through Buying Interest in the teak bovine carving craft business in Saradan subdistrict, and e) the effect of Price on Purchase Decisions through Buying Interest in the business the craft of carving teak humps in the Saradan sub-district. This type of research is quantitative research. The number of samples used is 384 respondents. The sampling technique used is non-probability sampling, with purposive sampling method. Data retrieval using a questionnaire with the distribution via google form. The data analysis technique uses path analysis through SPSS 25 software. The results of this study indicate that: a) Product Quality (X1) and Price (X2) have a positive and significant effect on Purchase Interest (Z), b) Product Quality (X1) and Price ( X2) has a positive and significant effect on Purchase Decisions (Y), c) Purchase Interest (Z) has a positive and significant effect on Purchase Decisions (Y)Product Quality (X1) has a positive and significant effect on Purchase Decisions (Y) through InterestBuy (Z), and e) Price (X2) has a positive and significant effect on Purchase Decision (Y) through Purchase Interest (Z). Keywords: Product Quality, Price, Purchase Interest, Purchase Decision