The Influence of Product Quality and Prices on Fruit Purchase Decisions at Pekanbaru Fruit Market
DOI:
https://doi.org/10.51278/aj.v4i1.329Keywords:
Product Quality, Influence Product Quality, Purchase DecissionAbstract
The articles aims to analyze the effect of product quality and price simultaneously and partially on fruit purchasing decisions at the Pekanbaru Fruit market. This study uses multiple linear regression analysis with a sample of 100 respondents. Based on the results of the study, it shows that there is a positive and significant relationship between product quality and price variables simultaneously on purchasing decisions. Likewise, partially, product quality and price variables have a positive and significant relationship with fruit purchasing decisions at the Pekanbaru Fruit market. Product quality and price have a very strong relationship with purchasing decisions and have a contribution of 79.80%. While the remaining 20.20% is influenced or explained by other variables that are not included in this research model.
Keywords: Product Quality, Influence Product Quality,Purchase Decission
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