PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK CARDINAL CASUAL PADA SKA MALL PEKANBARU

Abstract

This research was conducted at the Cardinal Casual Mall Showroom branch of SKA Pekanbaru in 2021. The purpose of this study was to determine the effect of product Quality and price on purchasing decisions for cardinal casual products. The population in this study were casual cardinal consumers in the showroom of SKA Mall Pekanbaru as many as 1782 people with a sample of 95 people using the slovin formula. In this study, the sampling method based on purposive sampling. From the analysis of multiple linear regression equation was formulated:  Y= 37,638 + 0,534X1 - 0,441X2.  The results of the t test (partial test) obtained the value of t arithmetic for l product Quality /X1 (6,414) and price/ X2 (-4,631) greater than t table of 1,98580, then it has a significant effect on the purchasing decisions in the showroom of SKA Mall Pekanbaru. F Test Results (joint test), it is concluded that  F count  is 37.367> F table 3.10 so that simultaneously   the variables of product Quality and price have a significant effect on on the purchasing decisions in the showroom of SKA Mall Pekanbaru.. There are contribution the influence of product Quality and price on the purchasing decisions in the showroom of SKA Mall Pekanbaru of Obtained value of Adjusted R Square equal to 0,429 or 42,9% and 57,1 % influenced by the other factors that are not pursuing in this research. So this research to strengthen previous studies.

 

Keyword : Product quality, Price And Purchasing Decisions.