THE EFFECT OF PRODUCT QUALITY AND PRICE ON CONSUMER PURCHASE DECISIONS FOR CHOAE BOUQUET IN VIKTOR, SOUTH TANGERANG CITY

The purpose of this study was to determine the effect of product quality and price on consumer purchasing decisions at Choae Bouquet in Viktor, South Tangerang City. This type of research uses associative research, with a quantitative approach. The population in this study was 4,252 consumers and the sample in this study was 98 respondents. Data analysis used validity test, reliability test, classical assumption test, regression analysis, correlation coefficient analysis, determination coefficient analysis and hypothesis test. The results of this study indicate that Product Quality (X1) and Price (X2) have a positive and significant effect on consumer purchasing decisions (Y) with the regression equation Y = 8.115 + 0.493 X1 + 0.291 X2. The correlation coefficient value or level of influence between the independent variable and the dependent variable is obtained at 0.706, meaning that the product quality variables (X1) and price (X2) have a very strong relationship to consumer purchasing decisions (Y). The coefficient of determination or contribution of simultaneous influence is 49.9%, while the remaining 50.1% is influenced by other factors not studied. Hypothesis test obtained Fcount>Ftable or (47.245> 3.090), this is also strengthened by ρ value<Sig.0.05 or (0.000< 0.05). Thus H0 is rejected and H3 is accepted. This means that there is a significant simultaneous influence between product quality (X1) and price (X2) on consumer purchasing decisions (Y) Choae Bouquet in Viktor, South Tangerang City.