Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Sambal Tembang Al-Faza Malala Tolitoli

Effect of Product Quality and Price on Purchase Decisions Sambal Tembang Al-Faza Malala Tolitoli

Abstract

Sambal Tembang Al-faza Malala is a Sambal Tembang that has been around for about 3 years. As with MSME products in general, Sambal Tembang Malala of course also has to fight hard to be able to compete with chili-like products that already have a strong brand image and distribution channels that are also national, so it becomes a must as a local product to be able to maintain and improve product quality while maintaining the best price for consumers. The purpose of this study was to determine and analyze the effect of product quality and price on purchasing decisions for Sambal Tembang Al-Faza Malala Tolitoli. This research was conducted at the Sambal Tembang Al-Faza Malala Jln. Fisherman No. 17 Tandoilas Hamlet, Malala Village, Dondo District, Tolitoli Regency with a research time of 3 months, from October to December 2021. The sample in this study was 90 consumers who were selected using the Accidental Sampling method. Research data was sourced from Primary Data and Secondary Data collected using 4 methods, namely Observation, Interview, Documentation, and Questionnaire. The data is then processed using the Multiple Linear Regression formula. Based on the results of the study showed that the overall effect of product quality and price had a positive and significant effect on purchasing decisions on Al-Faza Malala's Sambal Tembang.