ANALISIS PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BERAS ANGGREK PLICATA DI PT. PERTANI (PERSERO)

Rice or rice is the main staple food producing carbohydrates needed by the human body. One of the food supply companies that operates under the auspices of the State is PT.Pertani (Persero) where this company is a provider of rice food and rice seeds as superior products. The purpose of this study was to analyze the effect of perceived price and product quality on purchasing decisions for Anggrek Plicata rice at PT. Pertani (Persero) Cabang Surabaya. This research method using survey method with sampling technique using accidental sampling method. The sample taken from this study was 60 respondents. This type of research is a case study with the type of data used, namely primary data, data collection techniques using a questionnaire/ questionnaire instrument and library study. This data analysis technique uses Multiple Linear Regression analysis to Analyze the effect of price perceptions on purchasing decisions for anggrek plicata rice