PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KERUPUK ULI BAWANG AGENG CIRUNG

Abstract

The purpose of this study aims to determine whether product quality and price have an influence on the decision process for purchasing Uli Bawang Agng Cirun Crackers in Sraturejo Village, Baureno District, Bojonegoro Regency. This study uses quantitative methods and uses associative research techniques. The number of samples in this study was 58 respondents. While the respondents in this study were consumers of Uli Bawang Ageng Cirun Crackers in Sraturejo Village, Baureno District, Bojonegoro Regency. This sampling technique uses Simple Random Sampling. Namely a sampling technique that provides equal opportunities or opportunities for each element or member, namely taking sample members from the population which is carried out randomly without considering the strata in the population. Data collection techniques by providing questionnaires in the form of google from and documentation. In proving and analyzing this, analysis, validity tests, reliability tests, classical assumption tests are used: normality tests, multicollinearity tests, heteroscedasticity tests and hypothesis testing: multiple linear regression tests and partial tests (t). So it can be concluded that, (1) Product Quality influences the Purchasing Decision on the Uli Bawang Ageng Cirun Cracker product. So, the better the product quality, the higher the influence on the purchasing decision of the Uli Bawang Ageng Cirun Cracker product. (2) Price influences the Purchasing Decision on the Uli Bawang Ageng Cirun Cracker product. So, the more affordable the price offered, the better the influence on the purchasing decision of the Uli Bawang Ageng Cirun cracker product. From the research, it can be suggested to the Uli Bawang Ageng Cirun cracker home industry to maintain its quality in order to remain the market leader in the market.

Keywords: Product Quality, Price, and Purchasing Decisions.