PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PENGUSAHA MEMBELI SARANG WALET DI KABUPATEN PESISIR SELATAN

Abstract

One of the flagship komidit which can be developed by coastal communities is the
business of swallow's nest, but the business is considered difficult to be developed and
marketed on a prospective customer is considered productive. Therefore, this research aims to
know the influence of product quality, price and distribution of the purchase pegusaha
purchase nest swiftlet. In this study the sample is 45 people are entrepreneurs who bought the
nest swiftlet in Pesisir Selatan. The Data used is primary data. Deployment process primary
data is done by spreading the questionnaire. In this study used two categories of variables.
The quality of the product, price and distribution as the independent variable and the
dependent variable is the purchasing decision. To perform hypothesis testing method used
multiple linear ragresi model. Based on the results of hypothesis testing has been done found
that kuliatas products do not affect significantly the purchasing decisions of employers, while
the price of purchase decisions significantly influential entrepreneurs in nidus swallow in
Pesisir Selatan.
Keyword product quality, price and purchase decisions