PENGARUH HARGA DAN KETERSEDIAAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN TELUR ASIN PADA USAHA RAJA TELUR DI KABUPATEN NAGAN RAYA

This study aims to analyze the influence of price and product availability on the purchasing decisions of salted egg customers at the Raja Telur business in Nagan Raya Regency, Aceh Province. A quantitative explanatory survey was used. Primary data were collected through a five-point Likert questionnaire administered to 100 respondents selected by accidental sampling; the sample size was determined with the Lemeshow formula because the population size is unknown. The data were analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, and multiple linear regression in SPSS. All items were valid (calculated r 0.546–0.914 > table r 0.195) and reliable (Cronbach’s Alpha 0.846–0.911), and the model met the normality, multicollinearity, and heteroscedasticity assumptions. The t-tests show that price has a positive and significant effect on purchasing decisions (B = 0.326; t = 2.689; Sig. = 0.008), as does product availability (B = 0.843; t = 7.108; Sig. = 0.000). The F-test indicates a significant simultaneous effect (F = 96.425; Sig. = 0.000) with an adjusted R2 of 0.658, meaning that 65.8% of the variation in purchasing decisions is explained by the two variables. Product availability is the dominant factor (Beta = 0.625 versus 0.236 for price). The findings suggest that affordable pricing must be supported by reliable supply, product variety, and easy access to sustain customers’ purchasing decisions in local food MSMEs.