Analisis Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Suzuki Carry Di Provinsi Jawa Barat Saat Pandemi Covid-19

Christian Daniel Halomoan Hutagalung, Yuliniar Yuliniar, Heni Nastiti

Abstract


This research is a quantitative study which aims to determine the effect of product quality and price on purchasing decisions for Suzuki carry when the Covid-19 pandemic is taking place in West Java province. With a population, namely Suzuki consumers who buy Suzuki carry in West Java province as many as 50 respondents. The sample collection uses saturated samples, which means that all populations are sampled. Data were collected by distributing questionnaires, and distributed to several dealers in West Java. Data testing was performed using PLS (Partial Least Square) analysis, with the SmartPLS3.0 program with a significance level of 5% (0.05) The results of this data processing indicate that (1) product quality has a significant effect on purchasing decisions, (2) price has a significant effect on purchasing decisions. This study also shows the R square value of 0.677. Where the variables of product quality and price have an influence of 67% on purchasing decisions, and 33% are influenced by other variables such as promotion, brand image, advertising.


Keywords


Product Quality; Price; Purchasing Decision; Vehicle; Covid-19.

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