The Effect of Price and Quality of Sugar Packed Sugar Products with the Sugar Brand on Consumer Purchase Intention (Case Study: Indomaret, Medan Tembung District)

This study is to determine the effect of price and quality of Gulaku brand refined sugar products on consumer buying interest in Indomaret. The sampling method uses the accidental method. The respondents in this study were 45 consumers of Gulaku brand granulated sugar. Information is obtained directly from consumers of Gulaku brand sugar in Indomaret. The data collected is primary data and secondary data. The data analysis method used is multiple linear regression test with SPSS 20. The results of this study conclude that price variables and product quality variables simultaneously have a significant effect on consumer buying interest of Gulaku brand granulated sugar in Indomaret. Partially, price and product quality variables have a significant effect on consumer buying interest in Gulaku brand sugar in Indomaret. This shows that there is a significant influence on product price and quality variables on consumer buying interest in Gulaku brand sugar in Indomaret. Penelitian ini untuk mengetahui pengaruh harga dan kualitas produk gula pasir kemasan merek Gulaku terhadap minat beli konsumen di Indomaret. Metode pengambilan sampel menggunakan metode accidental. Responden dalam penelitian ini diambil 45 orang konsumen gula pasir kemasan merek Gulaku. Informasi di peroleh langsung dari konsumen gula pasir kemasan merek Gulaku di Indomaret. Data yang dikumpulkan adalah data primer dan data sekunder. Metode analisis data yang digunakan uji regresi linier berganda dengan alat bantu SPSS 20. Hasil penelitian ini menyimpulkan bahwa variabel harga dan variabel kualitas produk secara serempak berpengaruh signifikan terhadap minat beli konsumen gula pasir kemasan merek Gulaku di Indomaret. Secara parsial variabel harga dan kualitas produk berpengaruh signifikan terhadap minat beli konsumen gula pasir kemasan merek Gulaku di Indomaret. Hal ini menunjukan ada pengaruh nyata variabel harga dan kualitas produk terhadap minat beli konsumen gula pasir kemasan merek Gulaku di Indomaret