Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Buah Segar di Toko Buah Abak Palembang

Vicky Cecilia, Viola Laurensia, Agustio Dwitama, Nevin Julian Masidin

Abstract

The purpose of this study is to examine the phenomenon of fresh fruit product purchasing decisions at the Abak Palembang fruit shop using a multiple linear regression research model. Specifically, this study will use several variables that directly influence consumers to decide on their purchases, including product quality and consumer behavior. The population in this study is fruit buyers at the ABAK Palembang shop with sample selection according to predetermined criteria and using random techniques, namely the random sampling method in the sample selection process, where in the data collection process it will use a survey technique by distributing questionnaires to respondents, then for the measurement scale this study uses a Likert scale. This study will use the SPSS application as a tool to manage and test all the data that has been collected. The results of this study state that partially the independent variables (product quality and price) do not have a significant effect on fresh fruit purchasing decisions at the Abak Palembang fruit shop.

Keywords

Product Quality, Price, and Purchasing Decisions.

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References

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