PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KERAMIK DI PT USAHA KITA SUKSES MANDIRI DEPO SUKABUMI

This study is motivated by, The phenomenon of price competition and product quality is getting tighter among the many business actors in the field of ceramic product building materials to be able to maximize the performance of their companies in order to survive and compete in the market. This study aims to examine the effect of price and product quality on purchasing decisions for ceramic products at PT Usaha Kita Sukses Mandiri Depo Sukabumi.
This study uses a quantitative approach. The population in this study were all retailers at PT Usaha Kita Sukses Mandiri Depo Sukabumi. The sampling technique in this study used simple random sampling using the slovin formula with a total sample size of 89 respondents. This study uses multiple linear regression analysis.
Based on the results of parsian testing (t-test) for the price variable, the tcount is greater than the ttable (4.712 > 1.662) and the significance value is smaller than 0.05 (0.000 < 0.05). This indicates that the price variable has a positive and significant effect on purchasing decisions. As well as the product quality variable, the partial test results (t-test) obtained tcount greater than the ttable (6.326> 1.663) and a significance value smaller than 0.05 (0.000 < 0.05). So it is concluded that the product quality variable has a positive and significant effect on purchasing decisions. Furthermore, from the results of the simultaneous test (F-test) obtained Fcount greater than Ftable (329.480 > 3,101) with a significance value of (0.000 < 0.05. As well as the coefficient of determination R2 of 100%. This concludes that the price and product quality variables together (simultaneously) have a significant effect on purchasing decisions.
Keywords: Price, Product Quality, Purchasing Decisions.