PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIE INSTAN MERK MIE SEDAAP DI KECAMATAN JEBRES SURAKARTA

Abstract

In this study the authors have a goal to determine the effect of price and product quality on the decision of the purchase of instant noodle products of the brand noodle sedaap in sub district jebres Surakarta either partially or simultaneously. Hypothesis in this research are: Suspected variable price and product quality have an effect on signifikan to decision of product purchase of noodle instam noodle brand sedaap either partially or simultaneously. The data needed in this research is primary data in the form of respondent's assessment about price, product quality, purchasing decision. In this research taken sample of 100 respondents. Data collection methods used in this study is by questionnaires and literature studies on books related to the issues discussed. Data analysis used in this research is multiple linear regression test, t test, F test and coefficient of determination test. The results of data analysis in this study can be submitted that the variables have a significant effect on the purchase decision of instant noodle product of noodle brand sedaap in sub district jebres Surakarta. Variable of product quality significantly influence to decision of instant noodle product of mera noodle product brand in sub district jebres Surakarta partially. Price variables and product quality together have a significant effect on the decision of instant noodle product of mera noodle product in sub district jebres Surakarta. The most influential variable in the decision of instant noodle noodle brand purchase is proved that the price value> product quality (1,038> 0,553).