PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA BUDI DAYA TAMBAK UDANG VANNAME DI KEC. TALAWI KAB. BATU BARA

Abstrak

This study is designed to explore "The Influence of Price and Product Quality on Consumer Purchasing Decisions in Vanname Shrimp Farming in Talawi District, Batu Bara Regency. " It utilizes a quantitative research approach, focusing on the relationship between two key variables. The research population consisted of the residents of Pesisir Village in Talawi District, with a total of 816 households. By applying the Slovin sampling technique, 89 respondents were selected for the study.The findings from both the t-test and f-test indicate that the variables of price and product quality significantly and positively impact consumer purchasing decisions. The R-squared value was calculated to be 0. 147, which translates to a Determination Coefficient of 14. 7%. This indicates that 14. 7% of the variability in purchasing decisions (the dependent variable) can be attributed to price and product quality. The remaining 85. 3% of the variability is influenced by other factors not examined in this research.