Yusron, Kelvin (2024) Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian di Toko Pangkalan Lighting Aksesoris Jalan Pekanbaru-rimbo Panjang Simpang Panam. Other thesis, Universitas Islam Riau.

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Abstract

The aim of this research is to determine and analyze the influence of price and product quality on purchasing decisions at lighting accessories base shops. This research uses a quantitative descriptive method, namely by collecting data obtained from respondents through distributing questionnaires. The sample in this study was 96 people who were consumers who bought products at lighting accessories base shops. The types and sources of data used are primary and secondary. The data collection technique is by distributing questionnaires. Data analysis used multiple linear regression analysis with SPSS V.22. The results of the t test research show that price has a positive and significant effect on purchasing decisions at the base lighting accessories shop, and the results of the t test research show that product quality has a positive and significant effect on purchasing decisions at the base lighting accessories shop. Meanwhile, the results of the F test research show that price and product quality jointly influence purchasing decisions at lighting accessories base stores.

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