Pengaruh Penetapan Harga dan Kualitas Produk terhadap Keputusan Pembelian pada PT Lancaster Nusantara Cigarindo Lampung

Abstract

The research aims to determine the impact of the value and quality of goods on satisfaction in buying products at PT. Lancaster Nusantara Cigarindo Lampung. To test the feasibility of the regression test on the impact of value determination and the quality of goods simultaneously on purchasing policies at PT. Lancaster Nusantara Cigarindo Lampung. The population in this study are consumers of PT. Lancaster Nusantara Cigarindo Lampung, a total of 200. So that the items obtained were 91 respondents using the double linear regression hypotensive test. The analysis tools used in this research are validity, reliability, multiple linear regression, correlation coefficient, and determination. The results of research on pricing and quality of goods have a partial effect on purchasing policies that have been carried out, the results of the fcount test exceed the ftable (86.125> 2.06). It can be said that the quality of goods and pricing will affect the simultaneous buying policy.

Keywords: Price, Product Quality, Purchase Decision