ANALISIS PENGARUH KUALITAS PRODUK DAN HARGA, TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE (Studi Kasus Konsumen Cawang, Jakarta Timur): Analysis of the Influence of Product Quality and Price on Purchase Decisions of Mixue Products (Case Study of Consumers in Cawang, East Jakarta)

Eva Yolanda Lubis; Carolina F. Sembiring

ANALISIS PENGARUH KUALITAS PRODUK DAN HARGA, TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE (Studi Kasus Konsumen Cawang, Jakarta Timur)

Analysis of the Influence of Product Quality and Price on Purchase Decisions of Mixue Products (Case Study of Consumers in Cawang, East Jakarta)

Penulis

Eva Yolanda Lubis UKI
Carolina F. Sembiring

Abstrak

ABSTRACT

This study aims to evaluate the impact of product quality and price on consumer purchase decisions regarding Mixue products in Cawang, East Jakarta. The research employs a quantitative approach with a causal design. The sample consists of 74 respondents selected using purposive sampling based on the criteria of being between 17 and 29 years old and having made at least five purchases in the past four months. Data were collected through a Likert-scale questionnaire and analyzed using validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t- tests, F-tests, and coefficient of determination (R²).

Keywords: Product Quality, Price, Purchasing Decision.