Analysis Of The Effect Of Service Quality, Product Quality And Price On The Purchase Decision Of Papaya Chips BUMDES Amartha Semboro

Authors

  • Adinda Xaviera Putri Milenia Universitas Muhammadiyah Jember
  • Bayu Wijayantini Universitas Muhammadiyah Jember
  • Ahmad Izzuddin Universitas Muhammadiyah Jember

DOI:

https://doi.org/10.32528/issh.v2i3.329

Keywords:

Purchasing Decision

Abstract

This study aims to analyze marketing performance in companies developed by BUMDes Amartha Semboro by analyzing the influence of service quality, product quality, and price on purchasing decisions on BUMDes Amartha Papaya Chips. The data analysis technique in this study used multiple linear regression tests with data collection using questionnaires. This research method is quantitative descriptive. The sample used in this study is primary data, with 85 respondents, namely consumers who are visiting or have purchased Bumdes Amartha Papaya Chips products, using the random sampling method. The results of this study show that the variable of service quality does not affect purchasing decisions with a calculated value of < table = -0.930 < 1.993, while product quality affects purchasing decisions with a calculated value of < table = 4.588 > 1.993, and price affects purchasing decisions with a calculated value of > table = 3.160 > 1.993.

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Published

2023-09-25

Issue

Vol. 2 No. 3 (2023): Proceedings of International Conference (ICON)

Section

Articles

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