THE IMPACT OF PRODUCT QUALITY AND PRICING ON CONSUMER PURCHASE DECISIONS FOR RED SNAPPER AT THE OESAPA TRADITIONAL MARKET

This study aims to determine the effect of product quality and price on purchasing decisions for red snapper fish in the Oesapa traditional market. The type of research used is quantitative, with a population consisting of all consumers who buy red snapper in the Oesapa market. Sampling was carried out using the subset method of the population, so that the total sample required was 38 respondents. Data analysis includes Data Validity Test (validity test and reliability test), Classical Assumption Test (normality test, multicollinearity test, and heteroscedasticity test), and Multiple Linear Regression Test (t test, f test, and coefficient of determination test). The findings show that the product quality variable has a positive and significant effect on purchasing decisions, while price has a positive but insignificant effect. The R² test (coefficient of determination) indicates that product quality affects purchasing decisions by 33,6%, while the remaining 66,4% is influenced by other variables outside this study. Thus, this study concludes that improving product quality can improve purchasing decisions for red snapper in the Oesapa traditional market.