Pengaruh Kualitas Produk terhadap Keputusan Pembelian dengan Harga sebagai Variabel Moderasi di Nawa Bistro Solo

This study aims to analyze the effect of product quality on purchasing decisions with price as a moderating variable at Nawa Bistro Solo. Using a quantitative approach with causal-comparative design, data were collected through online questionnaires from 48 respondents selected by purposive sampling. The research instrument consisted of 20 question items with a Likert scale of 1-5 that had been tested for validity and reliability. Data analysis used moderation regression with classical assumption tests. The results show that product quality has a significant positive effect on purchasing decisions with a regression coefficient of 0.612 (p < 0.05). Price proved to act as a moderating variable that strengthens the relationship between product quality and purchasing decisions with an interaction coefficient of 0.284 (p < 0.05). The majority of respondents (77.1%) showed positive purchasing decisions and 66.7% gave positive assessments of product quality. These findings imply that appropriate value-based pricing strategies can optimize the impact of product quality on consumer loyalty in the culinary industry.