PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TELUR AYAM DI KOTA PALEMBANG DENGAN SIKAP KONSUMEN SEBAGAI VARIABEL MEDIASI

Putra, Kelvin Bintang (2026) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TELUR AYAM DI KOTA PALEMBANG DENGAN SIKAP KONSUMEN SEBAGAI VARIABEL MEDIASI. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to empirically examine and analyze whether product quality and price influence purchasing decisions of chicken eggs in Palembang City, with consumer attitudes as a mediating variable. A quantitative approach was employed, using non- probability sampling through purposive sampling techniques. The sample consisted of 96 respondents selected based on predefined criteria. Data analysis was conducted using the Structural Equation Modeling (SEM) method with the SmartPLS software. The results indicate that both product quality and price have a positive and significant effect on consumer attitudes and purchasing decisions of chicken eggs in Palembang City. Furthermore, consumer attitudes partially mediates the relationship between product quality and purhcasing decitions in a positive and significant manner, while fully mediating the relationship between price and purchasing decitions, also positively and significantly.

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