PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KERIPIK IKAN DI KELURAHAN SUNGAI LANGKAI BATAM

  • Winda Evyanto Universitas Putera Batam
  • Asron Saputra Universitas Putera Batam
  • Wasiman Wasiman Universitas Putera Batam

Abstract

This study aims to determine the Influence of Price and Product Quality on Purchasing Decisions for Fish Chips in Sungai Langkai Village, Sagulung District, Batam City. The type of research used is explanatory quantitative research. The data processed is the result of distributing questionnaires to customers. The research method used is quantitative research, the data source is 100 consumers of fish chips in Sungai Langkai Village, Sagulung District, Batam City. Data collection by means of observation, interviews and documentation, and data analysis with domain data analysis. The results of the t-test (partial) that price has a positive and significant effect on Purchasing decisions with t count> t table with a significance value <0.05, namely 2.127> 1.656 and a significance value of 0.000 <0.05, product quality has a positive and significant effect on purchasing decisions with t count> t table with a significance value <0.05, namely 5.2.043> 1.656 and a significance value of 0.000 <0.05. This is proven by the results of the F test where f count > f table with a significance value <0.05, namely 6,584 > 2.67 and a significance value of 0.000 <0.05 which states that price and product quality have a positive and simultaneous significant effect on the decision to purchase fish chips in Sungai Langkai Village, Sagulung District, Batam City.   Keywords: Price, Product Quality, Purchasing Decision
Published
2025-07-18
How to Cite
Evyanto, W., Saputra, A., & Wasiman, W. (2025). PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KERIPIK IKAN DI KELURAHAN SUNGAI LANGKAI BATAM. JURSIMA, 12(3). https://doi.org/10.47024/js.v12i3.1173