THE ROLE OF PRODUCT QUALITY AND PRICE IN IMPROVING BROILER FEED BUYING DECISIONS IN PT. WONOKOYO JAYA KUSUMA, CIKANDE SUBSUBDISTRICT, SERANG REGENCY

Abdul  Aziz; Fatari Fatari

doi:10.53067/ije3.v1i1.10

Authors

Abdul Aziz Bina Bangsa University, Indonesia
Fatari Fatari Bina Bangsa University, Indonesia

DOI:

https://doi.org/10.53067/ije3.v1i1.10

Keywords:

Product Quality, Price, Buying Decision

Abstract

The buying decision is a step where a person determines an option to buy the product he likes with factors. This study analyses the role of product quality and Price in improving broiler feed buying decisions in PT. Wonokoyo Jaya Kusuma, Cikande Subdistrict, Serang Regency. The research method used is a survey method with a quantitative approach. The results of the H1 test, the t-count value (2,671 ≥ 1.683), then H1 is accepted and H0 is rejected. This proves an effect between Product Quality (X1) on Buying Decisions (Y). H2, the value of t arithmetic (2,060 ≥ 1.68), then H2 is accepted and H0 is rejected. This proves that there is an effect between Price (X2) on Buying Decisions (Y). In the F test, the calculated F value (4,765) ≥ F table (3,16), then H0 is rejected, so it can be concluded that together there is an effect between the variables Product Quality (X1) and Price (X2) on Buying Decisions (Y) in PT. Wonokoyo Jaya Kusuma. The coefficient of determination (R2) is 0.189. This shows that Product Quality (X1) and Price (X2) contribute 18.9 % of Buying Decisions (Y)

Downloads

Download data is not yet available.

References

_______, (2012). Marketing Management. Edition 12. Jakarta: Erlangga.

_______, (2014). Quantitative and Qualitative Research. Bandung: Alphabeta

Askara, Y. (2017). The Effect of Brand Image and Product Quality on Buying Decisions. e-Proceeding of Management : Vol.4, No.2 August 2017, 4, 1-6.

Enos Korowa, Sontje Sumayku, Sandra Asloei. (2018). The Effect of Product Completeness and Price on Consumer Repurchase. Journal of Business Administration, 6, 27-34.

Gerson, & Richard. (2004). Measuring Customer Satisfaction. Pelangi Publishing Group Bhd.

Hartati, B. (2021). The Effect of Product Quality and Price on Buying Decisions Through Interest in Buying Jafra Cosmetics Products at PT. Jafra Cosmetics Indonesia. Journal of Applied Management and Finance (Mankeu), 10, 123-137.

Indah, D. R. (2020). The Effect of Brand Image, Product Quality and Price on Buying Decisions for Vaseline Hand and Body Lotion Products. Ocean Journal of Economics and Business, 11 No. 1, 83-94.

Kotler, & Armstrong. (2010). Principles Of Marketing. Thirteen Edition. Prentice Hall: New Jersey.

Kotler, & Keller. (2009). Marketing Management Volume I. Twelfth Edition. Jakarta: PT. Index.

Kristian, D. (2016). The Effect of Product Quality and Price on Buying Decisions for Honda Motorcycles on Students of Campus 1 Kirda Wacana Christian University. Scientific Journal Of Business Management, 16 No. 1, 45-58.

Nurhayati, S. (2017). The The Effect of Brand Image, Price and Promotion on Samsung Mobile Buying Decisions in Yogyakarta. JBMA, IV, 60-69.

Ratih, H. (2005). Marketing Mix and Consumer Loyalty. Bandung: Alphabeta.

Sanusi, A. (2014). Business Research Methodology. Jakarta: Four Salemba.

Sugiyono, (2015), Research and Development Methods Book. Bandung: Alphabeta

Walukow, A. L. (2014). The Influence of Product Quality, Price, Promotion and Location on Consumer Purchase Decisions at Bantenan Center Sonder. EMBA Journal, 2 No.3, 1737-1749