The Effect of Product Quality and Price on Purchase Decisions at Warunk Evergreen Kubu Raya
DOI:
https://doi.org/10.59890/ijmbi.v4i4.41Keywords:
Product Quality, Price, Purchase DecisionAbstract
This study aims to analyze the effects of Product Quality and Price on Purchase Decisions at Warunk Evergreen Kubu Raya. The study applies a quantitative approach with an associative design. A total of 100 consumers were selected through purposive sampling. Data were collected using a questionnaire and analyzed through multiple linear regression with SPSS. The correlation coefficient indicates a strong relationship of Product Quality and Price with Purchase Decision. The R-Square value indicates that the two variables explain 41.4% of the variation in Purchase Decision, whereas the remaining 58.6% is associated with factors outside the research model. The simultaneous test shows that Product Quality and Price have a significant effect on Purchase Decision. Partially, Product Quality has a positive and significant effect on Purchase Decision. Price also has a positive and significant effect on Purchase Decision.
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