Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian di Kierantea Tea & Coffee House Binjai

Bonardo Pasaribu, Muhammad Fadly Abdina

Abstract


This study aims to determine the effect of price and product quality on purchasing decisions at Kierantea Tea & Coffee House. This research method uses mixed methods (qualitative and quantitative research). The results of this study indicate that price has a positive and significant effect on purchasing decisions with a Thitung> Ttabel value of 3,344> 2,011 and a significance value of 0.002 <0.05, product quality has a positive and significant effect on purchasing decisions with a Thitung> Ttabel value of 4,100> 2,011, a significance value of 0.001 <0.05, and simultaneously price and product quality have a positive and significant effect on purchasing decisions by 72.3% and the rest is influenced by other factors.

Keywords


Influence of Price; Product Quality; Buyer Decisions; Coffee

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References


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DOI: https://doi.org/10.31289/agrisains.v7i1.6025

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Program Pascasarjana Magister Agribisnis
Universitas Medan Area
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License