The Effect Of Product Price And Product Quality On Egg Product Purchase Decisions At Iman's Confectioner Shop In PTM Lahat Market
Abstract
This study is motivated by the issue of unstable egg prices and inconsistent product quality, which lead to consumer hesitation in making purchasing decisions. The purpose of this research is to analyze the effect of product price and product quality on egg purchasing decisions, both partially and simultaneously.The research employed a quantitative approach using multiple linear regression analysis. Data were collected through questionnaires distributed to 88 respondents using an incidental sampling technique.The findings reveal that product price has a significant influence on purchasing decisions (sig. 0.038 < 0.05), and product quality also has a significant effect (sig. 0.004 < 0.05). Simultaneously, price and product quality significantly affect purchasing decisions (sig. 0.000 < 0.05). The coefficient of determination (R²) of 0.533 indicates that 53.3% of the variation in purchasing decisions is explained by product price and quality, while the remaining 46.7% is influenced by other factors outside this study.
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