THE INFLUENCE OF PRODUCT PRICE AND QUALITY OF COOKIE CORNER MANADO ON CONSUMER PURCHASING DECISION

Abstract

This study analyzes the influence of product price and product quality on consumer purchasing decisions at Cookie Corner Manado. A quantitative approach was employed using purposive sampling of 70 consumers. Primary data were collected through questionnaires and analyzed using multiple linear regression. The results show that product price and product quality jointly have a significant effect on purchasing decisions, as indicated by an F statistic of 639.766 (Sig. = 0.000). The model achieves an R Square of 0.950, which means that 95% of the variation in consumer purchasing decisions is explained by these two variables. Partial tests also reveal that product price (t = 7.034, Sig. = 0.000) and product quality (t = 5.427, Sig. = 0.000) each have a positive and significant effect on consumer purchasing decisions, with product price showing a slightly stronger standardized coefficient (β = 0.559) compared to product quality (β = 0.431). These findings indicate that consumers give considerable attention to product excellence while still considering price fairness. Therefore, Cookie Corner is advised to maintain consistent product quality and implement competitive pricing strategies to enhance customer satisfaction and strengthen purchase intentions.

 Keywords: Product Price, Product Quality, Consumer Purchasing Decision