Published: 2024-12-02

Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian (Studi Kasus Pada Toko Mamma Roti Cabang Cikarang Timur)

DOI: 10.35870/jemsi.v10i6.3289

Nurhayati Nurhayati
  • Nurhayati Nurhayati: Sekolah Tinggi Ilmu Ekonomi Dharma Agung Indonesia
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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan harga terhadap keputusan pembelian pada toko Mamma Roti cabang Cikarang Timur. Metode dari penelitian ini mengunakan metode kuantitatif. Teknik analisis data yang digunakan adalah Regresi Linear Berganda, Uji Multikolinearitas, Uji Normalitas, Uji Koefisien Determinasi, Uji Parsial T dengan nilai T hitung sebesar 3,250 (X1) dan nilai T hitung sebesar 7,405 (X2), Uji Simultan F dengan nilai F hitung sebesar 61.273. Sampel yang digunakan pada penelitian ini sebanyak 97 responden. Hasil pada penelitian ini menunjukan adanya pengaruh yang positif dan signifikan antara kualitas produk dan harga terhadap keputusan pembelian pada toko Mamma Roti cabang Cikarang Timur.

Keywords

kualitas produk, harga, keputusan pembelian

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How to Cite

Nurhayati, N. (2024). Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian (Studi Kasus Pada Toko Mamma Roti Cabang Cikarang Timur) . JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(6), 3194-3200. https://doi.org/10.35870/jemsi.v10i6.3289
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 6 (2024)

  • Section: Articles

  • Published: 2024-12-02

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