PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KERUPUK RAMBAK DI UD INTAN JAYA TULUNGAGUNG

This study aims to determine the effect of price and product quality on purchasing decisions for rambak crackers at UD Intan Jaya Tulungagung. Data collection techniques were obtained by interviewing based on questionnaires with consumers at UD Intan Jaya Tulungagung. The sampling technique used was accidental sampling, namely consumers who made purchases at UD Intan Jaya. The data analysis technique used partial least square (PLS). The results showed that product quality had a significant effect on purchasing decisions at UD Intan Jaya Tulungagung which showed that it could improve purchasing decisions. The price is not significant to the purchase decision with a p-value of 0.456 or greater than 0.05. The value of the original sample (path coefficient) of indicates the direction of a positive relationship. Product quality has a positive and significant effect on purchasing decisions with a p-value of or less than 0.05 the original sample value (path coefficient) of indicating the direction of a positive relationship and there is an influence on purchasing decisions