PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING PADA KONSUMEN DEA BAKERY

This study aims to determine the influence of product quality and price on purchasing decisions, the influence of product quality and price on buying interest, the influence of purchasing decisions on buying interest and to find out whether buying interest mediates product quality on purchasing decisions and the influence of prices on purchasing decisions. The sampling technique uses purposive sampling with a total sample of 105 Dea Bakery consulates. The data analysis technique used in this study used SPSS 24. The results of this study show that product quality has a significant effect on purchasing decisions, price has a significant effect on purchasing decisions, product quality has a significant effect on buying interest, price has a significant effect on buying interest, purchasing decisions have a significant effect on purchasing decisions through buying interest, price has a significant effect on purchasing decisions through buying interest