The Effect of Price and Product Quality on Purchasing Decision (Case Study from Soto Sokoraja Bu Anah)
Abstract
The development of the culinary business is getting tougher day by day. This can be seen from the number of people who open culinary businesses. In this research, the case studied was Soto Sokaraja owned by Bu Anah. The purposes of this research are: 1) To determine the effect of product quality variables on purchasing decisions at Soto Sokaraja Bu Anah. 2.) To determine the effect of price variables on purchasing decisions at Soto Sokaraja Bu Anah. 3.) To determine the effect of product quality and price variables on purchasing decisions at Soto Sokaraja Bu Anah. The analysis technique used in this study is quantitative by using statistics. The sample population used here are consumers who bought Soto Sokaraja bu Anah and calculated using the Rao Purba formula, with 96 consumers as respondents. The results of this study indicate that the result of f arithmetic sig is 0.000. Sig value <0.05 or 0.000<0.05, meaning the price and product quality simultaneously positively and significantly affect purchasing decisions.
Keywords: Price, Product Quality, Purchasing Decisions
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