Abstrak
Penelitan ini bertujuan untuk mengetahui pengaruh harga dan kualitas produk terhadap keputusanpembelian. Metode yang digunakan adalah pendekatan kuantitatif deskriptif. Unit analisis sebanyak55 konsumen Depot Air Minum Isi Ulang Barokah Subang. Teknik pengambilan sampel ditentukanberdasarkan teknik probability random sampling. Data diperoleh melalui kuesioner diolah denganmenggunakan kuesioner. Metode kuantitatif dalam penelitian ini meliputi uji validitas, reliabilitas,
pengujian hipotesis meliputi uji t, uji F dan koefisien determinasi (R2). Hasil penelitian menunjukkanbahwa secara parsial harga dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil uji simultan menunjukkan bahwa harga dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian.
Kata kunci: harga, keputusan pembelian, kualitas produk.
Abstract
This research aims to determine the effect of price and product quality on purchasing decisions. Themethod used is a descriptive quantitative approach. The unit of analysis is 55 consumers of Subang Barokah Refill Drinking Water Depot. The sampling technique was determined based on probability random sampling technique. The data obtained through questionnaires were processed using a questionnaire. Quantitative methods in this study include validity and reliability tests, hypothesis testing including the t test, F test and the coefficient of determination (R2). The results showed that partially price and product quality had a positive and significant effect on purchasing decisions. Simultaneous test results show that price and product quality have a significant effect on purchasing decisions.
Keywords: Price, Product Quality, Purchasing Decision.