PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOBER MIE SETAN MALANG

The purpose of this study was to analyze the effect of product quality and price on the decision to buy a food product at the Kober Mie Setan Malang culinary site. The analytical tool used in this study is multiple linear regression with the help of SPSS v.24 sample determination system with 120 respondents and purposive sampling technique where the respondent is determined by certain criteria. Based on the results of multiple linear regression analysis, based on the F test it can be seen that simultaneously the product quality and price variables affect the purchasing decision, based on he T test it can be seen that partially the product quality and price variables affect the purchasing decision, and based on the dominant test it is known that the product quality variable has the greatest influence in purchasing decisions