The Effect of Price and Product Quality on Consumer Purchase Decisions of CV.Muda Kita Indonesia in Bandung City

Abstract

This study aims to determine the influence of price and product quality on consumer purchasing decisions at CV. Muda Kita Indonesia in Bandung. The background of this study is based on the phenomenon of declining purchases over the past three years, which is suspected to be influenced by consumer perceptions of price and product quality. The research method used was quantitative with descriptive verification analysis. Data were obtained through questionnaires distributed to respondents and analyzed using multiple linear regression with the help of SPSS 29. The results showed that price significantly influenced purchasing decisions, while product quality significantly influenced purchasing decisions. Simultaneously, price and product quality significantly influenced purchasing decisions. Price and product quality contributed 57.4% of the variation in purchasing decisions, while the remaining 42.6% was influenced by other factors outside this study. These findings confirm that product quality is a more dominant factor than price in influencing consumer purchasing decisions.