PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN BATIK DI RIVICHA PASAR KLEWER SOLO

Abstract

The purpose of this study was to determine the effect of product quality and price on batik purchasing decisions. This research was conducted at Rivicha Pasar Klewer Solo. The population of this research is consumers who buy batik products at Rivicha Pasar Klewer Solo, totaling 100 people. Data collection techniques in the form of observation and questionnaires. The data analysis technique used is multiple linear regression analysis technique. Based on the results of the study, it can be concluded that product quality partially has a significant effect on batik purchasing decisions at Rivicha Klewer Market Solo, price partially has a significant effect on batik purchasing decisions at Rivicha Klewer Solo Market, and product quality and price simultaneously have a significant effect on decision to buy batik at Rivicha Pasar Klewer Solo.