Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Coocaa di Toko Electronic City Jakarta

Abstract

The increasingly competitive electronics market has led consumers to consider product quality and price more carefully before making a purchase. This study aims to determine the effect of product quality and price on purchasing decisions for Coocaa products at Electronic City Store Jakarta. The research method used is quantitative with a survey approach. The sampling technique involved 96 respondents. Data were collected through questionnaires. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, the coefficient of determination (R²), t-test, and F-test with the assistance of Statistical Product and Service Solutions (SPSS). The results showed that product quality had a positive and significant effect on purchasing decisions, with a t-value of 6.370 > t-table value of 1.985 and a significance value of 0.000 < 0.05. Price also had a positive and significant effect on purchasing decisions, with a significance value of 0.000 < 0.05. Simultaneously, product quality and price had a positive and significant effect on purchasing decisions, with an F-value of 100.719 > F-table value of 3.09 and a significance value of 0.000 < 0.05. The Adjusted R Square value of 0.677 indicates that product quality and price explain 67.7% of purchasing decisions, while the remaining 32.3% is influenced by other factors outside the scope of this study. The regression equation obtained is Y = 3.780 + 0.498X1 + 0.353X2. Therefore, product quality and price have a positive and significant effect on purchasing decisions for Coocaa products at Electronic City Store Jakarta.