ENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KERUPUK UDANG PADA UMKM “LIN MANDIRI” DI KECAMATAN NIPAH PANJANG KABUPATEN TANJUNG JABUNG TIMUR KOTA JAMBI

Rika, Rika (2022) ENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KERUPUK UDANG PADA UMKM “LIN MANDIRI” DI KECAMATAN NIPAH PANJANG KABUPATEN TANJUNG JABUNG TIMUR KOTA JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT Rika /1800861201048/ “Influence Of Product Quality and Price On Purchasing Decisions” / Management study Program, Batanghari University in academic year 2021-2022. First Advisor Mrs. Pupu Sopini SE., M.M and second Advisor Mr. Dr. Ahmad Firdaus, SE, M.M. Product quality is the ability of an item to provide results that match and even exceed what the customer wants. Basically, the higher the level of competition that occurs, the more choices there will be for customers to be able to choose products that match their expectations, and as a consequence of these changes, customers become more careful and smart in dealing with each product offered. Price is often associated with quality, consumers tend to use price as an indicator of quality or potential satisfaction of a product. The purpose of this study is as follows : 1.To find out product quality, price and purchasing decisions on Lin Mandiri prawn crackers. 2.To determine the effect of product quality and price on Purchase decision on Lin Mandiri prawn crackers. The research method used is a quantitative research method. the object of this research is the independent consumer line. based on the output of multiple linear regression used in this study, it can be formulated : Y= 2.680 + 0.0533 X1 + 0.291 X2.obtained adjusted R square (R2) of 0.712 or 28.8%, this means that the percentage of the influence of the independent variabels (X1 and X2 on Y is 28.8%). Shirmp cracker business Lin Mandiri is one of the businesses that produces shrimp crackers in Nipah Panjang. Shrimp crackers Lin Mandiri were established in 2013. It is owned by a named Mrs. Bahagiani. The location to get the main raw material, namely fresh shrimp, prawn crackers, is also not too far because it is close not to the sea. So there is no difficulty in obtaining raw materials for the manufacture of prawn crackers. Based on the results of the study, it was obtained based on the results of the t test (partial) on the regression model. From the results of the partial regression t test, a significant value was obtained. It is concluded that product quality (X1) has an effect that the better the product quality, the hinger consumer interest in purchasing decisions (Y).From the results of the partial regression t test, a sifnificat vaue was obtained.it can be said that the price (X2) on the purchase decision (Y). This means that the more appropriate the price that consumers are interested in, the higher the consumer’s purchase decision on the product. Keywords : Product quality, Price, buying decision.

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