PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PUNDI MAS

Abstract

MAS Along with the development of the modern era, people start to recognize batik as a fashion trend. Consequently, consumer demand for batik increases. This requires batik convections to be more meticulous in determining a strategy to encourage consumers to make a purchase. The type of this research is explanatory research with quantitative methods. Population in this research is end-users of Batik Pundi Mas between January 2013 and August 2013. Literature study and questionnaire are used as data collection methods. The data analysis technique used in this study is multiple regression analysis. The results in this study show that product quality partially affects the purchasing decision of Batik Pundi Mas. Likewise, price also partially influences the purchasing decision of Batik Pundi Mas. Results also suggest that product quality and price simultaneously influence the purchasing decision of Batik Pundi Mas.