THE EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASE DECISIONS AT RANTANG EMAS CATERING IN NORTH BANDENGAN, NORTH JAKARTA
Kata Kunci:
Product Quality, Price, Purchasing Decision, Catering Service, Consumer BehaviorAbstrak
The rapid growth of the culinary industry in North Jakarta has intensified competition among catering businesses, requiring companies to maintain high product quality and competitive pricing to influence consumer purchasing decisions. This study aims to examine the partial and simultaneous effects of product quality and price on purchasing decisions at Catering Rantang Emas in Bandengan Utara, North Jakarta. This research applies a quantitative approach with a structured survey design involving 96 respondents who have previously used the catering services. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression, including t-test, F-test, and coefficient of determination analysis. The results indicate that product quality has a positive and significant effect on purchasing decisions (p < 0.001), making it the most dominant variable in the model. Price also has a significant effect (p < 0.001) but shows a negative relationship, indicating that higher prices may reduce purchasing decisions. Simultaneously, product quality and price significantly influence purchasing decisions, with more than 70% of the variation explained by these two variables. In conclusion, product quality plays a crucial role in encouraging repeat purchases, while price functions as a sensitive balancing factor. It is recommended that management maintain consistent product quality and implement competitive pricing strategies to sustain customer loyalty
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Referensi
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Hak Cipta (c) 2026 Desy Miranti Sari, Aan Rahman Aan Rahman (Author)
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