The Influence of Product Quality and Price on Purchasing Decisions in Menumixfood MSMES in Cimahi City

Puspita Putri; Moh. Aep Nurjamad

doi:10.55927/ijsmr.v2i9.10145

Authors

Puspita Putri PASIM National University, Bandung
Moh. Aep Nurjamad PASIM National University, Bandung

DOI:

https://doi.org/10.55927/ijsmr.v2i9.10145

Keywords:

Product Quality, Price, Purchase Decision

Abstract

This study aims to analyze the effect of product quality and price on purchasing decisions at Menumixfood MSMEs in Cimahi City, West Java. The research method used is quantitative method with data collection techniques through questionnaires distributed to 203 respondents who are Menumixfood consumers. The data obtained was analyzed using multiple linear regression analysis. The results showed that product quality and price have a significant effect on purchasing decisions. Product quality has a more dominant influence than price. This study shows that improving product quality is more effective in influencing consumer purchasing decisions

Downloads

Download data is not yet available.

References

Aghitsni, W. I., & Busyra, N. (2022). The Influence of Product Quality on Motor Vehicle Purchase Decisions in Bogor City. MEA Scientific Journal (Management, Economics and Accounting), 6(3), 38–51.

Astuti, M., & Matondang, N. (2020). Marketing Management: MSMEs and Digital Social Media. Deepublish.

Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Purchasing Decision Model Through Consumer Satisfaction in the Marketplace: Product Quality and Service Quality (Marketing Management Literature Review). Journal of Educational Management and Social Sciences, 3(1), 211–224.

Indrasari, M. (2019). MARKETING AND PURCHASING DECISIONS_ marketing and Purchasing Decisions - Dr_GTzYiu. unitomo press.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Editi). Pearson Education.

Sahir, S. (2021). Research methods. Indonesian KBM Publisher.

Sugiyono. (2022). research methods. ALFA BETA.

Simanjorang, T. M., Sukandar, E., & Purnomo, Y. J. (2023). Effect Of Event Marketing, Housing Concept And Location On Home Purchase Decisions. Journal of Economics, 12(01), 202–206.