Triputra, Muhammad Alkautsar Muchdiar Budi (2025) THE INFLUENCE OF PRODUCTS QUALITY AND PRICE TOWARD PURCHASING DECISIONS ON MINUM (STUDY ON CONSUMEN OF MINUM) �. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

The food and beverage industry in Indonesia will continue to experience growth because food and beverages are considered essential needs. Minum is one of the stores selling beverage products in Semarang. Based on sales data, there has been fluctuation in the sales volume of Minum's products from 2019 to 2023. It is suspected that product quality and price are factors influencing these fluctuations in sales volume. This research aims to determine the influence of product quality and price on purchasing decisions at Minum. The research type used is explanatory research, employing a non-probability sampling technique with purposive sampling. The sample for this study consists of 97 respondents who are Minum's consumers. Data were collected through questionnaires. This study uses quantitative analysis, including validity and reliability tests, correlation coefficients, determination coefficients, simple regression, multiple regression, classical assumptions, and significance tests (t-test and F-test) using SPSS version 25. The results of this study indicate that both product quality and price, both individually and collectively, affect purchasing decisions. Based on these findings, it is recommended that Minum maintain and improve product quality before presenting it to consumers by seeking references, modifying, and adding new innovations to its products. Additionally, a review and further research regarding the pricing strategy are needed.

Keywords: Price, Product Quality, Purchasing Decisions
 
64. Administrasi Bisnis 2025

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