PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK PERALATAN RUMAH TANGGA BERBAHAN PLASTIK PADA PT. BE BEST INTERNATIONAL DI KOTA TANGERANG

Abstract

The purpose of this study is to determine and demonstrate the effect of product quality and price on purchasing decisions of plastic household equipment products, both partially and simultaneously. The research method used is quantitative. The data collection method in this study employed a simple random sampling technique by manually distributing questionnaires to prospective buyers of PT. Be Best International. The population in this study consists of 1,258 individuals. To determine the sample size, the Slovin formula was used with a margin of error (e) of 10%, resulting in a sample size of 93 respondents. The analysis results show that partially, product quality (X1) has a positive and significant effect on purchasing decisions (Y), with the regression equation Y = 23.739 + 0.612X1. The correlation coefficient is 0.615, while the coefficient of determination is 0.379, indicating that the product quality variable explain.s 37.9% of the variability in purchasing decisions. The t-test shows that the value of tcount is 7.448 > ttable 1.985 with a significance level of 0.000 < 0.05, so Ha is accepted and H0 is rejected. Furthermore, price (X2) also has a positive and significant effect on purchasing decisions (Y), with the regression equation Y = 24.623 + 0.536X2. The correlation coefficient is 0.722, and the coefficient of determination is 0.521, indicating that the price variable explains 52.1% of the variability in purchasing decisions. The t-test shows that the value of tcount is 9.946 > ttable 1.985 with a significance level of 0.000 < 0.05, so Ha is accepted and H0 is rejected. Simultaneously, product quality (X1) and price (X2) have a positive and significant effect on purchasing decisions (Y), with the regression equation Y = 16.370 + 0.341X1 + 0.410X2. The correlation coefficient is 0.783, while the coefficient of determination is 0.61, indicating that both variables together explain 61% of the variability in purchasing decisions. The F-test shows that Fcount is 70.239 > Ftable 2.70 with a significance level of 0.000 < 0.05, so Ha is accepted and H0 is rejected. Therefore, this study concludes that both partially and simultaneously, product quality and price have a positive and significant effect on purchasing decisions for plastic household equipment products.