PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PELANGGAN UD MEBEL ANUGERAH JATI KUPANG)

Abstract

Yandri Saputra Lay, The Influence of Product Quality and Price on Consumer Purchasing Decisions (At UD. Mebel Anugerah Jati Kupang) under the guidance of Dr. Khalid K. Moenardy, M.Si as supervisor I and Drs. Anthonius B. Mesakh, M.Si as supervisor II. This study aims to (1) Determine consumer perceptions of product quality, price and purchasing decisions at MeubelUD Anugerah Jati Kupang (2) Determine and explain the influence of product quality on purchasing decisions at Meubel UD Anugerah Jati Kupang (3) Determine and explain the influence of price on purchasing decisions at UD Mebel Anugerah Jati Kupang (4) Determine and analyze the influence of product quality and price simultaneously on purchasing decisions at Meubel Anugerah Jati Kupang.The sample size was 100 respondents, using purposive sampling. Data collection was conducted through questionnaire distribution. Data analysis techniques used were quantitative descriptive analysis, multiple linear regression analysis, and hypothesis testing through t-tests, F-tests, and coefficient of determination (R) analysis using SPSS 27.The results of the descriptive analysis show that overall respondents gave a very good perception assessment of product quality and price. From the results of the Multiple Linear Regression analysis, the equation obtained is: Y = 6.655 + 0.198X1 + 0.312X2 + 1.916. The results of the t-test and F-test indicate that partially product quality and price have a significant effect on purchasing decisions. Based on the Adjusted R² value, the contribution of product quality and price variables to purchasing decisions is 62.6%. Meanwhile, the remaining 37.4% of the purchase intention variable is influenced by other variables not discussed in this study such as promotion, location, brand image, etc. Therefore, it is recommended that future researchers can further research variables outside this study that can influence purchase intention.