PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KASUR PADA UD. BUSYAIRI KECAMATAN KURIPAN LOMBOK BARAT

Abstract

This research aims to test and analyze the influence of product quality and price on mattress purchasing decisions at UD Busyairi, Kuripan District, West Lombok. The samples in this study amounted to 60 samples. The sampling technique in this research used a nonprobability sampling technique with a purposive sampling method. Data analysis in this research used linear multiple regression analysis, all research data was processed using SPSS Statistics 24. The results of testing and statistical data analysis showed that the indicators in the research carried out were declared valid where in the classic assumption test, the data was normally distributed and multicollinearity did not occur. The research results show that the Product Quality variable has a positive and significant influence on Purchasing Decisions and Price has a positive and significant influence on Purchasing Decisions.