Pengaruh Harga Produk Dan Kualitas Produk Terhadap Keputusan Pembelian Tahu Pada Konsumen Pabrik Tahu Soleha, Gunung Sindur, Bogor
Abstract
This research is based on the fact that during the pandemic, the price of tofu raw materials increases and people's purchasing power decreases. The purpose of this study was to determine whether product quality and price significantly influence consumer decisions in buying tofu. The method used is descriptive with associative approach. because all the population in this study were sampled, then the sampling was done using accidental sampling technique. To get the data, it was done by distributing questionnaires to 30 respondents which were then analyzed partially and simultaneously by using validity test analysis, reliability test, regression analysis, coefficient of determination and hypothesis testing with t-test and F-test. Primary data obtained from the questionnaire were processed through the SPSS program. The results of this study indicate that, the results obtained from the F-test sig are 0.000. This means that Product Price (X1) and Product Quality (X2) have a positive and significant effect simultaneously on Purchase Decisions (Y).
Keywords: Product Quality, Price, Purchase Decision
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