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All Journal Sammajiva: Jurnal Penelitian Bisnis dan Manajemen
Ovita Meliana Rafa
Universitas Bina Sarana Informatika
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Harga dan Kualitas Produk Terhadap Keputusan Pembelian Produk Avoskin Ovita Meliana Rafa; Elmira Siska; Natal Indra
Sammajiva: Jurnal Penelitian Bisnis dan Manajemen Vol. 1 No. 2 (2023): Juni : SAMMAJIVA
Publisher : Sekolah Tinggi Agama Buddha Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/sammajiva.v1i2.178

Abstract

This study aims to analyze the influence of price and product quality on consumer purchasing decisions for Avoskin products. The research method employed was a quantitative approach with primary data collected through questionnaires. The research sample consisted of 100 consumers of Avoskin products selected using the accidental sampling method. Data analysis was performed using descriptive statistical techniques, data instrument testing,, multiple regression analysis, and hypothesis testing using IBM SPSS Statistics 25 software. The results showed that partially, price did not affect consumer purchasing decisions on Avoskin products, while product quality did affect consumer purchasing decisions on Avoskin products. Simultaneously, both price and product quality have a significant influence on consumer purchasing decisions on Avoskin products.
Co-Authors Elmira Siska Natal Indra