Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Scarlett

Product quality is a form of identity or product resilience that can influence consumer views for purchasing decisions, while price is the value of an item that must be paid, and purchasing decisions are actions from consumers to buy or not a product. The purpose of this study is to analyze whether product quality and price have a partial or simultaneous effect on purchasing decisions. The population determined from this study is the students of the Islamic University of Riau who have made a purchase and used the accidental sampling method in which 36 respondents were the sample. This study uses SPSS analysis tools, and the results show partially (1) Product quality has a positive and insignificant effect on purchasing decisions (2) Price has a positive and significant effect on purchasing decisions. Simultaneously product quality and price have a positive and significant effect on purchasing decisions