Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembeli Frozen Food Kecamatan Ketanggungan (Studi Kasus Oemah Adem Ketanggungan)

Abstract

Sales are activities or businesses that sell products/services through transactions between sellers and buyers, so as to generate profits for business actors who sell these products/services. This frozen food store has sales that influence purchasing decisions, because direct sales to stores have decreased drastically. The influence is that more and more new agents are emerging. The online sales system via Instagram or Facebook greatly affects the flow of product movements. Product quality, price, of course, are things that will be considered by consumers before deciding to buy. The purpose of this study is to see and measure how influential the price quality and product quality are on the decision of buyers of frozen food products in the District of Dependability. This research is a quantitative research. Purposive sampling is used as a sampling technique with certain considerations. The research instrument is in the form of a questionnaire. The results showed that the influence of the independent variable (price and product quality) on the dependent variable (buyer's decision) was 50%, while the remaining 50% was influenced by other factors. Based on multiple linear regression tests, a signification value of 0.00 is obtained and the value is smaller than the probability of 0.05 (0.001 < 0.05). This means that there is a positive and significant influence between price quality and product quality on buyer decisions.