PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (STUDI PADA PT. JAYA KOPRA SEJATI)

Authors

  • Prasetiawan Fakultas Ekonomi dan Bisnis, Universitas Widyagama Malang
  • Adya Hermawati Program Pasca Sarjana, Universitas Widyagama Malang
  • Zulkhifli Program Pasca Sarjana, Universitas Widyagama Malang

Keywords:

Product Quality, Price, Purchase Decisions, Purchase Intention

Abstract

This study aims to determine the effect of product quality and price on purchasing decisions with purchase intention as an intervening variable for all consumers of PT. Jaya Kopra Sejati. By using non-probability techniques and using purpose sampling/judgment sampling methods, a total sample of 100 respondents was obtained. This type of research is quantitative research. The analysis used is the path analysis which is then processed using the SPSS statistical application. The results showed that: 1) Good product quality will increase optimal purchase intention 2) A good price will increase optimal purchase intention 3) Good product quality will get consistent purchasing decisions 4) Good prices will get consistent purchasing decisions 5) Optimal purchase intention will be able to increase consistent purchasing decisions 6) Good product quality through optimal purchase intention will be able to increase consistent purchasing decisions 7) Good prices through optimal purchase intention will increase consistent purchasing decision.

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Published

2021-03-23

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Section

Articles