Pengaruh Dimensi Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Kusen Cor Desa Rojopolo Kecamatan Jatiroto Kabupaten Lumajang

Abstract

This study aims to determine the effect of product quality, and price quality on the purchase decision of cast frames in the Village of Rojopolo, District of Jatiroto, Lumajang Regency. The population in this study were 96 consumers, namely the Rojopolo community who made purchases at the cast frame company in Rojopolo Village, Jatiroto District, Lumajang Regency. This population is heterogeneous which can be seen from the diversity of ages with the number of 60 respondents with the sampling technique in this study is random sampling. This research uses descriptive analysis method of multiple linear regression analysis of hypothesis testing. The results of this study indicate that partially product quality and price influence purchasing decisions. Simultaneously the product quality and price have a significant positive effect on purchasing decisions in Rojopolo Village, Jatiroto District, Lumajang Regency. The results of the coefficient of determination R2 show that as much as 19.1% of consumer purchasing decisions can be explained by product quality and price variables, while the remaining 80.1% of consumer purchasing decisions are influenced by other variables not examined in this study. Variables not examined in this study are location, promotion, and service quality.