ANALYSIS OF CONSUMER PERCEPTION TOWARDS PRODUCT QUALITY OF ARA LEATHERWARE COMPANY

Abstract

This study is aimed to determine the analysis of consumer perceptions towards product quality and price on ARA Leatherware Company's on customer purchasing decisions based on the variables product quality, price, and purchase decision. This research type is quantitative. The population used is ARA Leatherware consumers with 152 respondents. Through the Slovin method, the number of samples obtained was 110 respondents and it is measured on a Likert scale. The method used in this research is multiple linear regression analysis and processed using SPSS. The results of this study indicate that the product quality have no significant affect on purchase desicion and the price variables have a positive and significant value on purchasing decisions.