Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Pada Toko Setia Kawan Stationery Di Kabupaten Lumajang

Abstract

The development of product marketing at this time is quite significant, where products sold to meet the needs of consumers are very diverse and are not immune from competition among sellers. One example of a business that is quite promising and much in demand is business stationery or commonly called business office stationery. Because the market of the business is quite wide, as long as office institutions are established, universities or universities, and the administrative division in any field still exists, then the business will not recede and vice versa will be a sizeable estimate and will continue to exist with its development as the number increases population, a growing education world and offices that still exist and are always active. There is a phenomenon proposed by researchers to provide empirical evidence relating to product quality and price on purchasing decisions. The method used in this research is quantitative method. In this study the sample technique uses non probability sampling that is accidental sampling with a total sample of 45 respondents. Respondent data obtained were analyzed using multiple linear regression analysis. The test results in this study indicate that product quality variables are significant on purchasing decisions while prices are not significant on purchasing decisions Setia Kawan Stationery in Lumajang Regency.