Effect of Quality and Price of Meatball on Consumer Purchase Decision

Abstract

Meatball is a beef-processed food that easily found in the various regions in Indonesia. Price and quality are two factors that are used by consumers in buying this particular food. This study aims to determine the effect of meatball quality and price on consumer purchase decisions. The independent variables in this study are quality and price and the consumer purchase decisions as the dependent variable. Each variable has a few indicators as benchmark. This is a quantitative research. The data were collected using a questionnaire and analyzed using multiple regression. The population in this research was all meatball consumers in the city of Caruban and the sample of 100 respondents drawn using purposive sampling technique. Based on the analysis that has been done, it is known that the quality and price of meatball influence consumer purchase decisions. The quality of meatball taken from its taste and the benchmark of the price taken from the general prices. The regression results indicate that the quality have a greater influence on the buying decision than the price.