Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Teh Botol Sosro Pada Konsumen Di Kecamatan Sukasada

Abstract

This study aims to examine the effect of (1) product quality on purchasing decisions, (2) price on purchasing decisions, (3) product quality on price, (4) price mediates the effect of product quality on purchasing decisions of Teh Botol Sosro on consumers in Sukasada District. . The research design used in this study is causal quantitative. The subject of this research is the consumers of Botol Sosro in Sukasada District. The object of this research is product quality, price and purchasing decisions. The sample used in this study amounted to 100 people. Data was collected by questionnaire which was analyzed by path analysis. The results obtained in this study are: (1) product quality has a positive and significant effect on purchasing decisions, (2) price has a positive and significant effect on purchasing decisions, (3) product quality has a positive and significant effect on prices, (4) prices mediate partial effect of product quality on purchasing decisions of Teh Botol Sosro on consumers in Sukasada District.