PENGARUH KUALITAS PRODUK DAN HARGA BATIK DALAM KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO BELVA BATIK

Aisyah Mufarrohah, Aisyah (2023) PENGARUH KUALITAS PRODUK DAN HARGA BATIK DALAM KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO BELVA BATIK. STKIP PGRI BANGKALAN.

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Abstract

This study was made to determine the effect of product quality and price of batik on consumer decision making at the Belva Batik Shop The independent variables in this study are product quality and price. While the dependent variable is consumer decisions. The population in this study are all customers or consumers at the Belva Batik Shop. The sample in this study were customers or consumers who purchased written batik and printed batik at the Belva Batik Shop, totaling 50 respondents. Sampling was carried out using the Snowball Sampling technique, which is a technique that is carried out in stages from a small amount to a large number. Data collection techniques used are questionnaires and observation. And the analysis technique used is validity test, reliability test, normality test, multiple linear regression test (t test, f test, R2 test). The results of the study show that simultaneously the X variable influences the Y variable (Purchase Decision) because the Fcount is 280.437 > 3,191 with a significance value of 0.000 < 0.1. Product quality has a positive effect on purchasing decisions, as evidenced by the tcount 5.662 > ttable 1.67866. And a significance value of 0.000 <0.05 price has a positive effect on purchasing decisions, with a tcount > ttable (4.346 > 1.67866) with a significance value of 0.000 < 0.05. Keywords: Product Quality, Price, Purchase Decision

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