PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAAN PEMBELIAN BAN VULKANISIR PADA PT SUMBER MAS LANGGENG PERKASA MANADO

Abstract

The business world is currently developing rapidly, from the food business, the beauty business, the clothing business to the retread tire business. The more a company develops, the more competitors are, for this reason companies are required to be able to make the right strategy so that their company can survive against competitors. Price is the amount of money that consumers have to pay for the product or service to be purchased. Product quality is the ability of a product to perform its function. This study was conducted to determine whether the price and product quality affect the purchasing decisions of retreaded tires at PT. Sumber Mas Langgeng Perkasa Manado.

The research methodology uses the Quantitative method. The population in this study are people who buy Retread tires at PT. Sumber Mas Langgeng Perkasa Manado. In determining the sample the author uses purposive sampling technique. The data in this study were obtained by giving questionnaires to 51 respondents with quantitative analysis using a Liker scale. The instrument test was carried out using validity and reliability tests. The analysis technique used multiple linear regression test and classical assumption test, hypothesis testing through t test and f test. In data management using the IBM SPSS (Statistic Package For Social Of Science) version 22 program and Microsoft Excel 2016.

Based on the results of this study, the regression equation is as follows: Y = 0.328 + 0.124 (X1) + 0.607 (X2). The independent variable that has the most influence on the dependent variable is the Product Quality variable (0.607) then the Price variable (0.124). The results of the F test in this study showed the value ofsig. F of 0.000 <0.05 means that the price and product quality have a significant effect on purchasing decisions. Based on the t test, it can be seen that the price and product quality variables have a significant effect on purchasing decisions.

It can be concluded that the price and product quality have a positive effect on purchasing decisions at PT. Sumber Mas Langgeng Perkasa Manado. This is because if the price given is in accordance with the quality of the product, consumers will no longer hesitate to decide to buy the product.