PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is meant to find out the influence of price and product quality to the purchasing decision to the cooking ware at Maxim Housewares Showroom in Grand City Mall Surabaya. This research has been conducted due to the fact that the product sale at Maxim Housewares in Grand City Mall Surabaya has been decreased for the last one year. There are many reasons which havebeen the cause of these matters, one of the problems is the provision of product which is incomplete and discount is rarely given, so that the customer purchasing level is getting low.The population is all customers who have ever done purchasing at Maxim Housewares Showroom in Grand City Mall Surabaya. The sample collection technique has been done by using non-probability sampling technique or accidental sampling in which the sample selection technique is based on the accidental, all members of the population are accidentally / eventually meet with the researcher can become the research samples. The determination of the number of samples has been carried out by using unknown populations and 96 respondents have been obtained.The result of the simultaneous test which has been done by using F test shows that the multiple linear regressions model is feasible as the research model. Moreover, the result of the t test shows that price has negative and significant influence to the purchasing decision whereas product quality has significant and positive influence to the purchasing decision. Moreover, the independent variable which has dominant influence to the purchasing decision is product quality.It is suggested that the manufacturer of Maxim Housewares should include the same price in all Maxim Showroom around Surabaya, and it is also expected that clear price tag are given to on sale goods .
Keywords:Price, Product Quality, and Purchasing Decision.