Pengaruh Harga Dan Kualitas Produk Buah Segar Terhadap Keputusan Pembelian Pelanggan Di Indogrosir Samarinda

Abstract

This research aims to determine and analyze the influence of price and product quality simultaneously on customers' purchasing decisions for whole fresh fruit at Indogrosir Samarinda, both partially and simultaneously.

The analytical tools used in this research are validity test, reliability test, normality test, autocorrelation test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, coefficient of determination test (R²), t test, and F test.

The research results show that price and product quality have a significant influence on purchasing decisions for whole fresh fruit at Indogrosir Samarinda, both partially and simultaneously.

Price has an important role in the buyer's decision-making process. The price set by a company influences the general perception of a product or brand and contributes to potential consumers. Product quality can be interpreted as an advantage or specialty of the product in question. Consumers who buy a product that can meet or even exceed consumer expectations in terms of providing satisfaction, the consumer's perception is that they have received a product that has quality. Respondents' positive perceptions regarding the price and quality of fresh fruit products at Indogrosir Samarinda are the main consideration in making decisions to buy these products, as well as influencing the potential for consumers to buy again in the future.