THE INFLUENCE OF PRODUCT PRICE AND QUALITY ON CONSUMER PURCHASING DECISIONS ON ABC (CRAFT HEINZ) PRODUCTS IN PADANG CITY

Authors

  • Rahmadani Rahmadani Program Studi Manajemen, Fakultas Ekonomi Universitas Terbuka
  • Jumriah Basri Prodi Manajemen, Universitas Ichsan Sidenreng Rappang

Keywords:

Product quality, Price Level, Purchasing Decisions, Consumer Behavior

Abstract

This study aims to find out about the influence of product quality and price on consumer purchase decisions on ABC (Craft Heinz) products in Padang City. The type of research used in this study is quantitative descriptive. The population used in this study was 50 respondents. The sample in this study is customers who have used ABC (Craft Heinz) products 1 time in the city of Padang. The sampling technique used is nonprobability sampling with a data collection method using a questionnaire. The data analysis technique in this study uses multiple linear regression. Based on the results of this study, product quality and price have a positive and significant effect on consumer purchase decisions on ABC (Craft Heinz) products in Padang City.

References

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Published

2024-12-03

How to Cite

Rahmadani, R., & Basri, J. (2024). THE INFLUENCE OF PRODUCT PRICE AND QUALITY ON CONSUMER PURCHASING DECISIONS ON ABC (CRAFT HEINZ) PRODUCTS IN PADANG CITY. Jurnal Mahasiswa Manajemen, 1(1`), 1–8. Retrieved from https://jeinsa.com/index.php/jaman/article/view/59