PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA AURORASHOP DI SAMARINDA

Abstract

The business world is facing a new era, lots of products are emerging with their respective advantages and benefits. One fashion product that has a very potential market is clothing. With the increase in population, the need for clothing is increasing, making businesses operating in the fashion sector, especially clothing, increasingly potential businesses. Along with developments in this era, companies operating in the fashion business are increasingly increasing and expanding their networks, thus creating an increasingly strong level of competition. The increasing number of businesses operating in the fashion sector will make consumers selective in making decisions about buying clothes.

This research aims to: 1). To find out and analyze the influence of product quality on clothing purchasing decisions at Aurorashop in Samarinda. 2). To find out and analyze the influence of price on clothing purchasing decisions at Aurorashop in Samarinda. 3). To find out and analyze the influence of product quality and price on clothing purchasing decisions at Aurorashop in Samarinda.

The analytical tool used in this research is Multiple Linear Regression.

 The research results show that: 1). The product quality variable (X1) has a significant effect on clothing purchasing decisions at the Aurorashop Store in Samarinda. 2). The price variable (X2) has a significant effect on clothing purchasing decisions at the Aurorashop Store in Samarinda. 3). The variables product quality (X1) and price (X2) together have a significant influence on clothing purchasing decisions at Aurorashop in Samarinda