PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO PAKAIAN TANAH ABANG MANDONGA KENDARI
Keywords:
Kualitas Produk, Harga, Keputusan PembelianAbstract
This study aims to determine the influence of product quality and price on consumer purchasing decisions at the Tanah Abang Clothing Store in Mandonga, Kendari. The type of data used in this study is quantitative data, with primary data as the main source. The sample consists of 60 respondents selected using purposive sampling. The analytical tool employed is multiple linear regression using SPSS version 25. The results of the study indicate that product quality and price simultaneously have a positive and significant effect on consumer purchasing decisions. Partially, product quality has a positive and significant influence on purchasing decisions, and price also shows a significant effect.References
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