PENGARUH KUALITAS PRODUK DAN POTONGAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TEPUNG TERIGU SEGITIGA BIRU DI TOKO BAHAN KUE AROMA JAYA BOJONEGORO

Andriyani, Devi (2022) PENGARUH KUALITAS PRODUK DAN POTONGAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TEPUNG TERIGU SEGITIGA BIRU DI TOKO BAHAN KUE AROMA JAYA BOJONEGORO. EDUTAMA. ISSN 2548-281X (Unpublished)

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Abstract

Product quality is where the condition of the goods is very influential on what will be sold to customers from the good or bad of a product. Usually customers are very observant in choosing the product to be purchased by looking at the quality of the product. Price is an element of the marketing mix that is flexible which can change at any time according to time and place. Prices are not just the numbers listed on the label of a package or store shelf, but prices take many forms and perform many functions. The purchase decision is a buying decision process consisting of five stages carried out by a consumer before arriving at the purchase decision and then post-purchase. Purchasing decisions have stages that must be observed. Which includes: information search, need recognition, evaluation of alternatives, purchase decisions, and post-purchase behavior.This method uses quantitative research. While the population in this study were all wheat flour buyers from March-May and had a total sample of 57 buyers. This study uses content validity by using Vaiken's formula. Collecting data by using a questionnaire/questionnaire that has been given to the entire total sample that has been determined. The data analysis technique used is validity and reliability test, normality test, multicollinearity test, heteroscedasticity test, correlation coefficient test, coefficient of determination test, multiple linear regression test, hypothesis testing through t test (partial) and f test (simultaneous).The results of this study found the conclusion that, product quality which is the X1 variable has an influence on purchasing decisions or the Y variable. With a sig value. is 0.000 < 0.05 and tcount 12.365 > t table 2.004. On the effect of price discounts which is the X2 variable, there is no influence on purchasing decisions (Y) with a sig value. is 0.178 > 0.05 and tcount 1.366 < ttable 2.004. And the effect of product quality and price discounts on purchasing decisions of blue triangle flour is influential, this can be seen in the significant value on the t test (simultaneous) with a sig value of 0.00 < 0.05, which means that X1 and X2 variables affect the variable Y. Keyword: Purchase Decision, Purchase of Blue Triangle Wheat Flour at Aroma Jaya Stores Bojonegoro

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