Pengaruh Produk dan Harga Terhadap Keputusan Pembelian Konsumen dalam Pembelian Ban Mobil Pada CV. Uwais Muara Bulian

Abstract

This study aims to see product quality, and price on consumer purchasing decisions in purchasing car
tires on cv. Uwais in estuary bulian. The dependent variable in this study is the decision to purchase car
tires, while the independent variables are product quality and price. Data analysis was done by using
multiple linear regression method with the application of t test. The aim is to find out whether product
quality and price variables have a partial effect on consumer purchasing decisions. The results of the
study indicate that: product quality, and price variables have a partial effect on consumer purchasing
decisions in purchasing car tires at cv. Uwais. From the coefficient of determination, the Ajusted R
Square value is 0.343 or equal to 34.3%. This figure indicates that purchasing decisions are influenced
by product quality and price variables. While the remaining 65.7% is influenced by other variables that
are not included in this study.