The Effect of Product Quality and Price on Purchase Decision of Roti Acong in Kawangkoan

Authors

  • Putri Pesik Universitas Sam Ratulangi Manado
  • Johny R. E. Tampi Universitas Sam Ratulangi
  • Olivia Walangitan Universitas Sam Ratulangi

DOI:

https://doi.org/10.35797/ejp.v5i2.54789

Keywords:

Product Quality, Price, Purchasing Decisions

Abstract

The culinary business is growing day by day, causes business to compete more fiercely and will try their best to capture and maintain market share. The fierce competition among bakeries in Kawangkoan are seen in the different product quality and varying price.  The objective of this study is to examine the effect quality of product and price on the purchasing decision of Roti Acong in Kawangkoan. This research is a quantitative research with a multiple linear regression analysis technique. The sample contained in this study amounted to 100 samples. The results showed that product quality and price had a positive and significant effect on the purchasing decision of Roti Acong in Kawangkoan.

References

Amstrong dan Kotler (2018), Dasar- dasar Pemasaran, Jilid 1, Edisi Kesembilan. Jakarta: PT. Indeks Gramedia

Karuh, T., Tumbel, T. M., & Walangitan, O. F. (2022). Pengaruh Harga Terhadap Penjualan Produk Nes-V HWI (Health Wealth International) di Manado. Productivity, 3(4), 309-314.

Kawengian, I., Tampi, J. R., & Punuindoong, A. Y. (2022). Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Pizza Hut di Outlet Kota Bitung. Productivity, 3(4), 320-324.

Rumengan, M., Tatimu, V., & Walangitan, O. F. (2023). Pengaruh Kualitas Pelayanan Dan Kualitas Produk Terhadap Kepuasan Pelanggan PT Telkom Wilayah Usaha Telekomunikasi Sulawesi Utara Dan Maluku Utara. Productivity, 4(2), 267-277.

Swastha, B. (2019). Manajemen Penjualan. Yogyakarta: BPF

Syahbudin, R., Tumbel, T. M., & Punuindoong, A. (2023). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian di Umah Duren Cabang Ahmad Yani. Productivity, 4(6), 717-723.

Tjiptono F. (2019). Strategi Pemasaran Jasa. Yogyakarta: CV Andi

Published

2024-06-13

How to Cite

Pesik, P., Tampi, J. R. E., & Walangitan, O. (2024). The Effect of Product Quality and Price on Purchase Decision of Roti Acong in Kawangkoan. Productivity, 5(2), 894–898. https://doi.org/10.35797/ejp.v5i2.54789

Issue

Section

Articles

Most read articles by the same author(s)

1 2 3 4 5 > >>