HARGA DAN KUALITAS PRODUK BERPENGARUH TERHADAP MINAT BELI KERUPUK KEMPLANG USAHA KECIL MENENGAH

Herry Widagdo; Charisma Ayu; Raisa Pratiwi

doi:10.35449/jemasi.v13i2.15

Herry Widagdo STIE Multi Data Palembang
Charisma Ayu STIE Multi Data Palembang
Raisa Pratiwi STIE Multi Data Palembang

DOI: https://doi.org/10.35449/jemasi.v13i2.15

Keywords: Purchasing Intention, Price, Product Quality

Abstract

This research was conducted with the aim to know how the influence of price and
product quality on the purchasing intention kerupuk kemplang UKM in Palembang city.
The type of this research is quantitative descriptive research with data collection through
the distribution of questionnaires distributed to 150 respondents who have intention to
consume kerupuk kemplang in Palembang city by purposive sampling technique and data
analysis using multiple regression. The results of this study with simultaneous, the price
and product quality positively influence the purchasing intention kerupuk kemplang
Palembang amounted to 4.092 with a significant level of 0.019. Partially, the price does
not affect the purchasing intention where the variable probability is 0,521>0,05 while
the product quality can influence the purchasing intention of kerupuk kemplang in
Palembang where the variable probability is 0,01 <0,05.