PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION BATIK MUSLIMAH DI TOKO RIA LESTARI JAMBI

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan harga terhadap keputusan pembelian produk batik Fashion muslimah di Toko Ria Lestari Jambi. Metode penelitian ini adalah metode penelitian kuantitatif. Populasi pada penelitian ini adalah selulrulh konsulmen yalng balrul ingin membeli produlk altalul puln yalng suldalh pernalh membeli produlk di toko baltik Rial Lestalri Jalmbi dengan sampel 96 responden. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara variabel kualitas produk terhadap keputusan pembelian dan terdapat pengaruh yang signifikan antara variabel harga terhadap keputusan pembelian. Terdapat pengaruh secara bersama-sama antara variabel kualitas produk dan harga terhadap keputusan pembelian.

This study aims to determine the effect of product quality and price on purchasing decisions for Muslimah Fashion batik products at the Ria Lestari Jambi Store. This research method is a quantitative research method. The population in this study were all consumers who wanted to buy new products and had bought products at the Ria Lestari Jalmbi batik store with a sample of 96 respondents. The results showed that there was a significant influence between the product quality variable on purchasing decisions. There is a significant influence between the price variable on purchasing decisions. There is a joint influence between the product quality and price variables on purchasing decisions.