The Effect of Product Quality and Price on Consumer Purchase Decisions at Goela Gelato & Pizzeria in Pontianak
DOI:
https://doi.org/10.55927/ijsmr.v4i7.95Keywords:
Product Quality, Price, Purchase Decision.Abstract
The purpose of this research is to find out the effect of product quality and price on purchasing decision at Goela Gelato & Pizzeria Pontianak. The research was conducted using a quantitative framework to examine associative relationships. The sample included 100 consumers obtained through purposive sampling, where only customers with a history of at least two purchases were eligible to participate. The data were looked at with multiple linear regression analysis. If you look at the results separately or together, they show that both the price and the quality of the goods have a big and positive effect on people's decisions to buy. Instead of price being the main factor in their decision, consumers seem to care more about the quality of the product, such as how it tastes, how well it meets standards, how fresh the ingredients are, and how well it is presented. However, the ability of the two variables to explain purchase decisions remains limited, indicating that other factors should also be considered. The results indicate that Goela Gelato & Pizzeria should continue to ensure the consistency of its product quality while setting prices that correspond with the value and advantages recognized by customers.
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