PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN JAKET PEMBELIAN (Studi pada Konsumen UD. BACHTIAR Desa Kludan, Tanggulangin)

Abstract

One of the emerging sectors of the fashion industry is the clothing category. One category of clothing that is in the great demand of domestic and international markets is Leather Jacket. With good quality and reasonable price, it will attract the purchase decision of Leather Jacket. This research uses quantitative approach, which is adjusted to know the quality of the Product and Price to Purchase Leather Jacket Decision to UD customer. BACHTIAR Kludan Village, Tanggulangin District. Respondents used in this study were Leather Jackets at UD. BACHTIAR. Respondents in this study used 210 people by using purposive sampling method. This study uses primary data that is by Research Instrument (Questionnaire) and secondary data by interview or documentation. The method of analysis used is multiple linear regressions. The results showed that the variable of Product Quality and Price has positive effect on Purchase Decision.

Keywords: Product Quality, Price, Purchase