FERDIANSYAH, RAINALDY DAFFA (2023) THE EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS (Study on Consumers at Secangkir Coffee Semarang). Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

With so many coffee shops in the city of Semarang, consumers are confused about
choosing a coffee shop because of the many choices of coffee shops on the market.
Therefore, companies need superior strategies to be able to compete. This study
aims to explain the effect of product quality and price in increasing consumer
purchasing decisions at Secangkir Coffee Semarang. This research is an associative
research with a quantitative approach using primary data obtained through a
questionnaire. The population in this study are consumers of Secangkir Coffee
Semarang. The number of samples in this study were 100 people. The data analysis
technique used is linear regression. The results of this study indicate that: (1)
product quality has a significant effect on purchasing decisions. (2) price has
significant effect on purchasing decision. (3) product quality and price
simultaneously have a significant effect on purchasing decisions. The conclusion
of this study is to increase purchasing decisions, companies must consider product
quality and product prices.
Keywords: Product Quality, Price, Purchasing Decisions

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