Kualitas produk dan persepsi harga terhadap keputusan pembelian melalui minat beli sebagai variabel intervening

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Published: Jun 30, 2022
DOI: https://doi.org/10.21067/mbr.v6i1.6952
Keywords:
Product quality, price perception, purchase intention, purchase decision

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Yudha Pratama Putra
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun, Indonesia
Hari Purwanto
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun, Indonesia
Liliek Nur Sulistiyowati
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun, Indonesia

Abstract

The research is to examine and determine the effect of product quality and price perception on purchasing decisions, as well as to examine the role of buying interest as a mediation. This type of research is quantitative research, the number of samples used is 100 customers of UMKM Roti Bolu Dinawa Magetan, which is taken by purposive sampling method. Collecting data using a questionnaire with direct distribution to respondents. The questionnaire was prepared using a 5-point Likert Scale, and data analysis using Path Analysis. The results of the study reveal that product quality has no effect on purchasing decisions through buying interest. If product quality increases, buying interest and purchasing decisions for Roti Bolu Dinawa will also increase.

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How to Cite
Putra, Y. P., Purwanto, H., & Sulistiyowati, L. N. (2022). Kualitas produk dan persepsi harga terhadap keputusan pembelian melalui minat beli sebagai variabel intervening. MBR (Management and Business Review), 6(1), 69–80. https://doi.org/10.21067/mbr.v6i1.6952
Issue
Vol. 6 No. 1 (2022): Juni
Section
Articles

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