PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI TOKO AYYSEE COLLECTION

Abstract

The Covid-19 pandemic has had a major impact on the economy in Indonesia, one of which is in the clothing sector. Since the enactment of large-scale social restrictions, it has resulted in a lack of community social activities resulting in a decrease in sales at the Ayysee Collection store.This research aimed to analyze the effect of price and product quality on the consumers’ purchase decisions at the Ayysee Collection store. Moreover, it also aimed to find out how far the effect of price and product quality on consumers’ purchase decisions. The research was quantitative, with 100 respondents of consumers as sample. Furthermore, The sampling technique used purposive sampling. The research population used all consumers who have ever purchased a product at the Ayysee Collection store in Surabaya. Moreover, the research data collection method used questionnaires. In addition, the research data analysis used multiple linear regression. Meanwhile, the counted instrument used SPSS. The research result showed that price had a positive and significant effect on the consumers’ purchase decisions at the Ayysee Collection store. Likewise, product quality had a positive and significant effect on the consumers’ purchase decision at the Ayysee Collection store.