Analysis of the Influence of Product Price and Quality on Consumer Purchasing Decisions (Case study: Economics Study Program Students, Faculty of Economics, Medan State University)

Rianto Irvandinata Lumban Gaol(1), Nasrullah Hidayat(2), Anecya Tampubolon(3), Grace Amelia Margareth Gultom(4),


(1) Universitas Negeri Medan
(2) Universitas Negeri Medan
(3) Universitas Negeri Medan
(4) Universitas Negeri Medan
Corresponding Author

Abstract


Competition in the industry is getting tougher, so companies must offer more value to attract consumer purchasing power. Consumer purchasing decisions are influenced by various factors, including price and product quality. This research aims to analyze the influence of price and product quality on consumer purchasing decisions. The research methods used include observation, literature study, and questionnaires. The research objects were 41 students of the Economics Study Program, Faculty of Economics, Medan State University who filled out a questionnaire. The research results showed that 53.7% of respondents stated that product price had a big influence on purchasing decisions. As many as 53.7% of respondents tend to choose cheaper products, and 56.1% consider discount promotions to be very important. In addition, 58.3% of respondents compared product prices with online shopping platforms to get the cheapest price. Meanwhile, 58.5% of respondents stated that product quality greatly influenced their purchasing decisions. As many as 63.4% of respondents were willing to pay more for quality products, and 87.8% of respondents preferred products with higher prices but better quality. Based on the results of this research, it can be concluded that product price and quality have a significant influence on consumer purchasing decisions.


Keywords


Price, Product Quality, Purchasing Decisions

References


Alma, Buchari. (2014). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: CV Alfabeta.

Ernawati, D. (2019). Pengaruh kualitas produk, inovasi produk dan promosi terhadap keputusan pembelian produk Hi Jack sandals Bandung. JWM (Jurnal Wawasan Manajemen), 7(1), 17-32.

Fandy Tjiptono, 2015, Strategi Pemasaran. Penerbit Andi, Yogyakarta

Kotler Philip dan Kevin L. Keller, 2016. Manajemen Pemasaran, Global Edition. Pearson Prentice Hall.

Kotler, Philip dan Gary Amstrong. 2015. Prinsip-Prinsip Pemasaran. Jilid 1 dan 2. edisi Kedua belas. Erlangga. Jakarta.

Roisah, R., & Riana, D. (2016). Telaah hubungan citra merek, kualitas produk dan keputusan pembelian konsumen. Jurnal Ecodemica: Jurnal Ekonomi Manajemen dan Bisnis, 4(1), 100-107.

Melyani, M. (2016). Pengaruh Kualitas Produk dan Pelayanan Terhadap Kepuasan Pelanggan PT. Distriversa Buana Studi Kasus pada pemakai Balsem cap Macan di Jakarta. Cakrawala-Jurnal Humaniora, 16(2).

Winasis, C. L. R., Widianti, H. S., & Hadibrata, B. (2022). Determinasi Keputusan Pembelian: Harga, Promosi Dan Kualitas Produk (Literature Review Manajemen Pemasaran). Jurnal Ilmu Manajemen Terapan, 3(4), 399-410.


Full Text: PDF

Article Metrics

Abstract View : 170 times
PDF Download : 141 times

DOI: 10.57235/aurelia.v3i2.2804

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Rianto Irvandinata Lumban Gaol, Nasrullah Hidayat, Anecya Tampubolon, Grace Amelia Margareth Gultom

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.