The Influence of Product Quality and Price on Purchase Decisions of Bolu at MSME Aneka Kue Mama Daus in Martapura, Banjar Regency

The purpose of this study is to determine the simultaneous and partial effects of product quality and price, as well as the dominant variable influencing the purchase decision of bolu at MSME Aneka Kue Mama Daus in Martapura, Banjar Regency. The population in this study consists of consumers who have purchased bolu at MSME Aneka Kue Mama Daus in Martapura, Banjar Regency. The sampling technique used is accidental sampling, with a total sample size of 100 respondents. Data analysis was conducted using multiple linear regression analysis. The results show that simultaneously, the product quality and price variables influence the purchase decision variable for bolu at MSME Aneka Kue Mama Daus in Martapura, Banjar Regency, with an Fvalue of 9.672> F-table value of 3.09. Partially, the product quality variable has a t-value of 4.238 > t-table value of 1.984, indicating that product quality has an influence on the purchase decision of bolu at MSME Aneka Kue Mama Daus in Martapura, Banjar Regency. Meanwhile, the price variable has a t-value of -0.824 < t-table value of 1.984, indicating that price does not influence the purchase decision of bolu at MSME Aneka Kue Mama Daus in Martapura, Banjar Regency. The dominant variable influencing the purchase decision of bolu at MSME Aneka Kue Mama Daus in Martapura, Banjar Regency, is product quality.