ANALYSIS OF THE EFFECT OF PRICE AND PRODUCT QUALITY ON PURCHASING DECISIONS FOR NUSANTARA FURNITURE IN JEMBRANA REGENCY IN 2024

Purchasing decisions are the most important thing from customer attitudesfrom research related to how organizations, groups, and individuals make choices on a service or product. Factors that can influence purchasing decisionsinclude price and product quality. This aimsto analyze the effect of price and product quality on purchasing decisions for Nusantara Furniture in Jembrana Regency. The sample of this study was 120 respondents who used purposive sampling method. The data in this study were selected by distributing questionnaires and interviews. The data were analyzed using multiple linear regression analysis as well as hypothesis testing including the coefficient of determination test, F test and t test. The result is that the price is positively meaningful to influence purchasing decisions, namely a score worth 5.714> t-table 1.980 and a sig score. worth 0.000 <0.05, which means that it can accept H1, namely positively meaningful prices influence purchasing decisions. In X2, it gets a value worth 5.872> t-table 1.980 and the amount of Sig.