The Effect of Price and Product Quality on Purchase Decision of Aqua Drinking Water Product in Malang City
DOI:
https://doi.org/10.22219/jamanika.v3i4.29313Keywords:
price, product quality, purchasing decisionsAbstract
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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Copyright (c) 2023 Muhammad Zulfikar, Rahmad Wijaya, Sri Nastiti Andharani
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