PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO ELQUEEN PUSAT GROSIR TANAH ABANG JAKARTA PUSAT

Abstract

The purpose of this study was to determine the effect of Product Quality and Price on Purchasing Decisions at the Elqueen Store, Tanah Abang Wholesale Center, Central Jakarta, both partially and simultaneously. The method used was quantitative with an associative approach. The population was 7,800 people during 2023. The sampling technique used the Slovin formula and obtained 99 respondents. Data analysis used validity, reliability, classical assumptions, linear regression, correlation coefficient, determination coefficient, and hypothesis testing. The results showed that partially, Product Quality had a significant effect on Purchasing Decisions with the regression equation Y = 6,391 + 0.807X1. The hypothesis test showed that t count> t table (9,430> 1,984), so H01 was rejected and Ha1 was accepted. Price also had a significant effect on Purchasing Decisions with the equation Y = 6,492 + 0.815X2. The t count> t table (10,152> 1,982), so H02 was rejected and Ha2 was accepted. Simultaneously, Product Quality and Price have a significant effect on Purchasing Decisions with the regression equation Y = 1.702 + 0.430X1 + 0.519X2. The correlation coefficient of 0.763 which is in the range of 0.600–0.799, indicates a strong relationship. The coefficient of determination is 0.574 or 57.4%, the remaining 42.6% is influenced by other factors outside this study. The F test shows that F count > F table (67.603 > 3.09), so H03 is rejected and Ha3 is accepted. This means that there is a significant simultaneous influence of Product Quality and Price on Purchasing Decisions.