Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Kerupuk Kemplang Dua Merpati di TikTok Shop

Anzaini, Meilin Sherly (2025) Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Kerupuk Kemplang Dua Merpati di TikTok Shop. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research aims to find out how product quality and price influence the decision to purchase kemplang dua pigeon crackers at the TikTok Shop. The data used is primary data from the questionnaire. The population of this study is people who have purchased two pigeon kemplang crackers twice a month, and the sample used was 100 respondents using a non-probability sampling method with a pursive sampling approach. Data analysis techniques use validity tests, reliability tests, classical assumption tests, and descriptive statistics. The model feasibility test technique uses the F test and coefficient of determination. The hypothesis testing technique uses multiple linear regression analysis and the T test. The results of this research reveal that product quality has a positive effect on purchasing decisions and price has a negative effect on purchasing decisions.

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