PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA CV. SUTAN JEPARA MEBEL LAUT DENDANG DELI SERDANG

Abstrak

Abstract

CV. Sutan Jepara Mebel, Laut Dendang, Deli Serdang is a non-extractive industry that manufactures semi-finished products into finished products. The raw material to make the furniture in this company is the original teak from Jepara. The company has to know everything which attracts the consumers to get involved so that they decide to purchase. One of the keys of the company’s success is the high quality products. Generally consumers want a product that can meet their needs in a competitive price so that it ends with purchasing. The research objective is to find out the influence of product quality and price on the purchasing decision at CV. Sutan Jepara Mebel, Laut Dendang, Deli Serdang. The population is 92 customers and all of them are taken as the samples called saturated sampling. The data are obtained by distributing questionnaires to the customers. The data analysis uses the multiple linear regression technique. The results show that simultaneously the product quality and price have a significant influence on the purchasing decision and partially they have a positive and significant influence on the purchasing decision.

Keywords: Product Quality, Price, Purchasing Decision