The Effect of Price and Product Quality on Purchase Decision of Aqua Drinking Water Product in Malang City

Authors

  • Muhammad Zulfikar Universitas Muhammadiyah Malang
  • Rahmad Wijaya Universitas Muhammadiyah Malang
  • Sri Nastiti Andharani Universitas Muhammadiyah Malang

DOI:

https://doi.org/10.22219/jamanika.v3i4.29313

Keywords:

price, product quality, purchasing decisions

Abstract

This study aims to determine the effect of price and product quality on the purchasing decision of Aqua drinking water products in Malang City. Using a quantitative approach, this research was conducted on 150 Aqua consumers and analyzed using multiple regression analysis. The results of this study conclude that price has a significant positive effect on purchasing decisions. Product quality has a significant positive effect on purchasing decisions. Product quality is more dominant than price in purchasing decisions.

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Published

2023-11-30

Issue

Vol. 3 No. 4 (2023): DECEMBER

Section

Articles

License

Copyright (c) 2023 Muhammad Zulfikar, Rahmad Wijaya, Sri Nastiti Andharani

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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