KAJIAN ANALISIS PERILAKU KONSUMEN TERHADAP KUALITAS PRODUK, HARGA, DAN KEPUTUSAN PEMBELIAN PRODUK ROTI PADA UD. ROTI SUKSES

Abstract

This study aims to analyze consumer behavior towards product quality, price and purchasing decisions. The object of research is at UD. Bread Success, with a total sample of 60 respondents. The sampling technique used used Accidental Quota Sampling with the criteria of consumer who bough based on desire and visited more than once at UD. Bread Success And respondents over the age of 20 years. The data analysis technique uses validity test, reliability test, classical assumption test, multiple linear regression analysis (R2) The results of this study indicate that product quality and price have a positive and significant affect to purchasing decisions. Based on the value of the coefficient of tetermination (R2) of 67,3% of the UD purchasing decision variables. Bread Success can be influenced by product quality, and price.