PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MATAHARI DEPARTMENT STORE BIG MALL SAMARINDA

Abstract

The objectives of this research are: 1) To determine and analyze the influence of product quality on purchasing decisions at Matahari Department Store Big Mall Samarinda. 2) To find out and analyze the influence of price on purchasing decisions at Matahari Department Store Big Mall Samarinda. 3) To find out and analyze the influence of product quality and price on purchasing decisions at Matahari Department Store Big Mall Samarinda.

This research was conducted only on the people of Samarinda city and Matahari Department Store Big Mall Samarinda customers, where this research was conducted from October 2023 – April 2024. The sample taken was 96 respondents using the purposive sampling. Data collection techniques use field research and library research. Data collection by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this research uses multiple linear regression analysis.

The research results show that 1) Product quality has a significant influence on purchasing decisions at Matahari Department Store Big Mall Samarinda because the products sold at Matahari Department Store Big Mall Samarinda are brands that are well known among the public so the quality of the products provided is guaranteed. 2) Price has a significant influence on purchasing decisions at Matahari Department Store Big Mall Samarinda due to the prices set for the products offered by Matahari Department Store Big Mall Samarinda is cheap and has good clothing styles up to date so that consumers feel satisfied and decide to buy the products offered. 3) Product quality and price together have a significant influence on purchasing decisions at Matahari Department Store Big Mall Samarinda because consumers feel that the product quality meets expectations and the price is considered reasonable, so consumers feel that they are getting good value and decide to buy the product.