PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA BASO ACI DI MADRASAH JAKARTA SELATAN

Abstract

The purpose of this study is to determine the quality of products at Baso Aci di Madrasah, knowing how the purchase decision at Baso Aci di Madrasah, and know the price of the purchase decision at Baso Aci di Madrasah. The research method used is descriptive quantitative. The sample technique used is the Accidental Sampling sample technique which amounts to 100 respondents. The analysis method used is linear regression consisting of validity tests, reliability tests, correlation coefficient tests, determination coefficient tests, simple regression tests, and hypothesis tests. The results of the description analysis show the product quality of Baso Aci di Madrasah is well perceived, this can be seen in the average score of respondents' answers of 3.61. Price Baso Aci di Madrasah is well perceived, this can be seen in the average score of respondents' answers of 3.75. The results of the regression analysis showed that product quality had a positive and significant effect on consumer satisfaction with the results of the t count > t table of (7,447 > 1,985) and the equation Y = 8.795 + 0.076X1 + 0.580X2, meaning that H0 was rejected and H1 was accepted. This means that there is a positive influence on the quality of the product and price on the purchasing decision at Baso Aci di Madrasah.