Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Ice Dumbo di Samarinda

Abstract

Marketing is a system of interacting business activities designed to plan, price, promote and distribute products and services that customers want. Ice Dumbo is a beverage stand that strives to set affordable prices while maintaining product quality. Ice Dumbo must meet both product quality and price so that it can meet the criteria that consumers consider when deciding to purchase Ice Dumbo products. This study aims to determine the effect of Product Quality and Price on Purchasing Decisions of Ice Dumbo Samarinda. The variables used in this study consist of independent variables, namely Product Quality (X1), Price (X2) and the dependent variable, namely Purchase Decision (Y). The sample in this study amounted to 100 respondents with the data analysis technique used in this study using SPSS version 23 software. The result of the research shows that product quality and price simultaneously have a significant effect on purchasing decisions at Ice Dumbo Samarinda. In the results of the t test (partial) the Product variable partially does not have a significant effect on Purchasing Decisions at Ice Dumbo Samarinda and the partial price variable has a significant effect where the most dominant is the Price variable. It is hoped that business owners will be right in setting product prices and improving the quality of the products offered. This is done in order to maintain the purchasing power of customers.