Influence of Product Quality and Price on Purchase Decision (Case Study on Consumers in Bumi Rempah Padalarang UMKM, West Bandung District)
DOI:
https://doi.org/10.55927/ijis.v2i5.4224Keywords:
Product Quality, Price, Purchase DecisionAbstract
This study was conducted on consumers in the Bumi Rempah UMKM, Padalarang, West Bandung Regency. The purpose of this study is to find out how much the influence of product quality and price contributes on purchasing decisions both partially and simultaneously at Bumi Rempah UMKM. The research method used in this research is descriptive, and associative method. The unit of analysis in this study is the individual, namely consumers in Bumi Rempah UMKM. This study's sample size was 64 respondents. Multiple linear regression analysis was employed as the analytical method, and the validity and reliability of the research instruments were also tested. Based on the study's results, the independent variables (product quality and price) have a considerable influence on the dependent variable (buying choice) both partially and simultaneously. he implication of this study is that Bumi Rempah owners must review the packaging used to make it safer and easier for consumers, adjust prices with the benefits that consumers get so that consumers feel more satisfied, review the factors that contribute to low purchasing decisions on the ShopeeFood app, so that product quality can be enhanced and improved by always using fresh raw ingredients and a consistent taste
Downloads
References
Afandi, P. (2018). Human Resource Management (Theory, Concept dan Indicator). Zanafa Publishing.
Amirullah. (2015). Introduction to Management (Function-Process-Control). Mitra Wacana Media.
Buchari, A. (2017). Pengantar Bisnis. Alfabeta.
Buchari, A. (2021). Manajemen Pemasaran & Pemasaran Jasa. Alfabeta.
Firmansyah, A. (2019). Pemasaran Produk dan Merek. Qiara Media.
Ghozali, I. (2016). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 23. BPFE Universitas Dipenogoro.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Universitas Dipenogoro.
Grace, M. (2022). Strategi Pemasaran (1st ed., Vol. 1). Pascal Books.
Handoko. (2014). Manajemen Personalia Dan Sumber Daya Manusia. BPFE-Yogyakarta.
Hasibuan, M. (2015). Manajemen Dasar, Pengertian, dan Masalah (Revisi). Bumi Aksara.
Kotler P, & Amstrong G. (2018). Principles of Marketing. 78–324.
Kotler, P., & Gary, A. (2016). Dasar-dasar Pemasaran Jilid 1 (Edisi Kesembilan). Erlangga.
Kotler, P., & Keller, K. (2018). Manajemen Pemasaran Edisi 13 Jilid 1. Erlangga.
Kotler, P., & Keller, K. L. (2016). Marketing Management (Vol. 15).
Nurmansyah. (2020). Pengantar Manajemen Modern. Alfabeta.
Rahayu, B., Putri, T., & Pt, S. (2017). Manajemen Pemasaran.
S. Soedibjo, B. (2013). Pengantar Metode Penelitian. Universitas Nasional Pasim.
Sugiyono. (2015). Metode Penelitian dan Pengembangan Pendekatan Kualitatif, Kuantitatif, dan R&D. Alfabeta.
Sugiyono. (2017). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, Kombinasi dan R&D). Alfabeta.
Sugiyono. (2018). Metode Penelitian Bisnis (3rd ed.). Alfabeta.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabet.
Sugiyono, & Susanto. (2017). Cara Mudah Belajar SPSS & Lisrel (II). Alfabeta.
Tjiptono, F. (2015). Strategi Pemasaran. Andi Offset.
Tjiptono, F., & Diana, A. (2016). Pemasaran Esesi dan Aplikasi. Andi Offset.
Usman, H. (2013). Manajemen : Teori, Praktik dan Riset Pendidikan (4th ed.). Bumi Aksara.
Erpurini, W., Pratama, M. R., & Haryono, I. D. (2022). THE EFFECT OF PRICE AND FREE SHIPPING TAGLINE ON PURCHASE DECISION AT E-COMMERCE SHOPEE (STUDY ON ALUMNI OF SMAN 13 BANDUNG). Jurnal Ekonomi, 11(01), 466–472.
Ismayana, S., & Hayati, N. (2018). Pengaruh kualitas produk dan harga terhadap keputusan pembelian produk lipstik Pixy. JSMA (Jurnal Sains Manajemen Dan Akuntansi), 10(2), 1–15.
Joshua, D., & Padmalia, M. (2017). Pengaruh kualitas produk dan harga terhadap keputusan pembelian konsumen.
Luthfia, Z., & Maya, S. (2022). Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Pada MS Glow Skincare. Strategic: Journal of Management Sciences, 2(2), 39–44.
Pandey, R., Reddy, L. S., Chaudary, V., Widyawati, V. T., Sin, L. G., Ghazali, M. K. A. B. M., Kee, D. M. H., Ibrahim, M. F. bin, Fadzeil, M. Z. B. A., & Mohamed, N. A. B. (2021). Analysis the effect of product quality and price on purchase decision (Case study of Adidas India, Indonesia, and Malaysia). International Journal of Accounting & Finance in Asia Pasific (IJAFAP), 4(1), 71–85.
Pratiwi, A., Junaedi, D., & Prasetyo, A. (2020). Pengaruh Harga terhadap Keputusan Pembelian Konsumen. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 1(2), 150–160.
Prihatini, C. W., & Edwar, M. (2016). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Di Warung Ikan Bakar Seafood Genteng Besar. E-Journal Universitas Negeri Surabaya.
Putri, Apriatni, & Budiatmo. (2015). Pengaruh Kualitas Produk dan Promosi Terhadap Keputusan Pembelian Sirup Freiss Indofood.
Widjaja, Y. R., & Rahmat, F. D. J. (2017). Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian di Rumah Makan Kampoeng Sawah Kabupaten Bandung. Ekspansi: Jurnal Ekonomi, Keuangan, Perbankan, Dan Akuntansi, 9(1), 73–97.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Natasya Fadilla Rahmatunnisa, Ayi Muhiban
This work is licensed under a Creative Commons Attribution 4.0 International License.