PENGARUH KUALITAS PRODUK, HARGA, DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN KACANG SANGRAI (Studi Kasus Di UMKM Kacang Sangrai Sari Pangan Kecamatan Ngadirojo, Wonogiri)

Abstract

This research aims to determine the influence of product quality, price, and service quality
on the decision to purchase oven roasted peanuts among consumers of roasted peanut juice,
both partially and simultaneously. The population in this study were consumers of peanut
products who had made purchases at the food essence factory in Ngadirojo sub-district,
where the exact number is not yet known. Sampling in this research used non-probability
sampling with a sample of 100 respondents. The analytical method used is multiple linear
regression analysis, t test, f test and coefficient of determination. The results of this research
show that in particular, perceptions of product quality, price, and service quality have a
positive and significant effect on purchasing decisions. The coefficient of determination
shows that 74.5% of the variables of price perception, brand image and product quality
influence purchasing decisions. Meanwhile, the remaining 25.5% was influenced by other
variables not studied.