The Influence of Product's Quality and Price on The Purchasing Decision of Shanya Product

Abstract

This study aims to determine the effect of price and product quality on product purchasing decisions of Shanya. The variable in this study is the Product Quality variable (X1) and Price Variable (X2). The product quality has seven indicators, namely Performance, Feature, Reliability, Conformance, Durability, Aesthetic, and Fit and Finish. While the price has the indicator which are an affordable price with the purchasing power of customers, the price competitiveness of products with competitors of similar products, discounted price, and the correspondence between the price and quality of products. The population in this study is the population of female Moslem in Kotabaru, Driyorejo in Gresik. The sample of 100 respondents who are a Shanya customers who purchase one time or more. Based on the analysis that has been done, it is known that the variable quality of the product has no effect on product purchasing decisions Shanya. This is because customers Shanya located in Kotabaru, Driyorejo, does not consider the product quality as their choice in buying a product Shanya. While the price variable influence on consumer purchasing decisions. Where Shanya‟s customers are more likely to focus on the price of a product, especially for the price Shanya products that reach the level of their income.