PENGARUH KUALITAS PRODUK, HARGA TERHADAP KEPUTUSAN PEMBELIAN DIMODERASI KEPUASANPADA KONSUMEN KEDAI ME & MOO

Abstract

The purpose of this research is to analyze the significance of the influence of
product quality, price, consumers satisfaction to the purchase decision as well as the
influence of product quality and price to the purchase decision with satisfaction as a
moderating variable. The population is all consumerswho visit and buy at Kedai Me &
Moo.100 respondents are selected as sample, using accidental sampling. This research
uses survey method, the type data collection with questionnaire and observation. Data
analysis used test instruments, classic assumption test, multiple linear regression
analysis,t test, F test, the coefficient of determination, and test the absolute value of the
difference. The result is there product quality dont have signifcants effect to the
purchase decision, price and consumers satisfaction have significance partially effect to
the purchase decision, consumers satisfaction didn’t moderate the effect of product
quality and price to the purchase decision. Adjusted R2 on multiple linear regression
analysis is 50,2% and adjusted R2 on test the absolute value of the difference each as
much as 47,9% and 48,3%.
Keywords: product quality, price, consumers satisfaction, purchase decision.