Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Paket Data Kartu Seluler Indosat Di Lumajang

Abstract

Marketing is how to meet or satisfy consumer needs through certain distribution channels through the products offered. Likewise, marketing is always related to product quality on how to create goods and services that can provide customer satisfaction in buying the products offered. This study aims to determine the effect of product quality and price on purchasing Indosat cellular card data packages in Lumajang. Furthermore, to see which variables have the most influence on the decision to purchase Indosat cellular data packages in Lumjang. The method used in this research is quantitative. The data obtained in this study were obtained from users of Indosat's cellular data packages in Lumajang. In determining the sample using nonprobability sampling, namely purposive sampling with a total of 80 respondents. The data obtained by a questionnaire were analyzed using multiple linear regression analysis techniques. The test results in this study indicate that the product quality variable does not have a significant positive impact on purchasing decisions. then the price variable is able to have a significant positive impact on purchasing decisions.