Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian (Studi Pada Konsumen Toko Mbethuk Fashion di Sumenep)

Andri Wulan Nursuciati, Hadi Purnomo

Abstract


This study aims to determine the effect of product quality and price on purchasing decisions at the Mbethuk Fashion Sumenep Store. This research uses quantitative methods. The population in this study are consumers who have purchased and consumers over 17 years of age. Sampling of this study used purposive sampling with a total of 97 respondents, with data analysis techniques using multiple linear analysis.The results of this study are: (1) Product quality influences purchasing decisions at the Mbethuk Fashion Sumenep Store. (2) Prices affect purchasing decisions at the Mbethuk Fashion Sumenep Store. (3) Product quality and price affect purchasing decisions at the Mbethuk Fashion Sumenep Store.


Full Text:

PDF

References


Abdullah, T., & Tantri, F. (2017). Manajemen Pemasaran. Depok: PT Raja Grafindo Persada.

Amilia, S., & Asmara, M. O. (2017). Pengaruh Citra Merek, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen dan Keuangan, VI, No 1.

Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran. Jakarta

Malau, H. (2017). Manajemen Pemasaran. Jakarta

Nurmalasari, D., & Istiyanto, B. (2021). Pengaruh Kualitas Produk, Harga Promosi dan Citra Merek Terhadap Keputusan Pembelian Lipstik Merek Wardah di Kota Surakarta. Jurnal Sinar Manajemen, VIII, No 1.

Ritonga, H. M., & Fikri, M. E. (2018). Manajemen Pemasaran Konsep dan Strategi. Medan.

Steven, W., Budiono, S., & Adirinekso, G. P. (2021). How Product Quality, Brand Image and Price Perception Impact on Purchase Decision of Running Shoes. Proceedings of the International Conference on Industrial Engineering and Operations Management.

Stanton, W. J. (2014). Prinsip Pemasaran. Jakarta: Airlangga.

Wahyuni, S., & Ginting, M. (2017). The Impact of Product Quality, Price, and Distribution on Purchasing Decision on the Astra Motor Products in Jakarta. Journal of Business Management and Accounting, I, No 1.

Zainurossalamia, S. (2020). Teori dan Strategi Manajemen Pemasaran. Nusa Tenggara Barat: Forum Pemuda Aswaja.




DOI: https://doi.org/10.21107/jkim.v3i4.18630

Refbacks

  • There are currently no refbacks.