Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Sabun Mandi Lifebuoy pada Mahasiswa yang Berdomisili di Kelurahan Bahu Kota Manado

Abstract

This research aims to determine the influence of price and product quality on purchasing Lifebuoy bath soap among students living in the Bahu sub-district, Manado City. This type of research uses a quantitative descriptive approach using a sample of 50 respondents from consumers who use Lifebuoy bath soap products. This research uses data collection techniques by surveying respondents via online questionnaires and interviews with Likert scale measurements. This research uses the multiple linear regression analysis method. From the results of the existing research and discussion, it was concluded that price and product quality have a positive and significant influence on the decision to purchase Lifebuoy bath soap among students who live in the Bahu sub-district of Manado City and have a fairly strong influence with a percentage of 72.4%, the remainder being influenced by Another variable and the most dominant variable in this research is the price variable.