Amalia, Farah (2024) THE INFLUENCE OF PRODUCT QUALITY AND PRICE ONPURCHASE DECISIONS ON LINGKAR COFFEE (Study on Consumer at Lingkar Coffee Semarang). Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

This study aims to analyze the effect of product quality and price on consumer
purchasing decisions on Lingkar Coffee products in Semarang City. Product quality
and price are two factors that are often the main considerations for consumers in
making purchases. This study uses a quantitative method by distributing
questionnaires to 100 respondents who have purchased Lingkar Coffee products.
The data obtained were analyzed using PLS. The results of the study indicate that
product quality has a positive and significant effect on purchasing decisions. This
means that the better the quality of the product offered, the higher the likelihood of
consumers to make a purchase. In addition, price also has a positive and significant
effect on purchasing decisions. Consumers tend to consider competitive prices as
an important factor in making purchasing decisions. From this study it can be
concluded that both product quality and price are crucial factors that influence
consumer purchasing decisions. Therefore, manufacturers are advised to continue
to improve product quality and set competitive prices to attract consumer interest
and increase sales.
Keyword: Product Quality, Price, Purchase Decisions
140/bisnis/2024

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