Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Telur Lokal pada CV Peternakan Nusantara Kota Sorong

Abstract

The research utilizes a quantitative approach with a sample size of 56 respondents determined using the Slovin formula from a total population of 125 consumers. Data collection was carried out through questionnaires, direct field observations, and documentation, which were subsequently analyzed using multiple linear regression analysis via SPSS. The partial test results (t-test) show that price has a positive and significant effect on purchasing decisions, with a t-statistic value of 3.674 > t-table 2.005 and a significance value of 0.001 < 0.05. Conversely, product quality does not have a significant effect on purchasing decisions, as evidenced by a t-statistic value of 0.266 < t-table 2.005 and a significance value of 0.791 > 0.05. Simultaneously (F-test), price and product quality significantly influence purchasing decisions with an F-statistic of 6.777 > F-table 2.779 and a significance value of 0.002 < 0.05. The coefficient of determination (R²) indicates that price and product quality account for 17.4% of the variance in purchasing decisions, while the remaining 82.6% is influenced by other variables outside this study. In conclusion, local egg consumers in Sorong City prioritize price affordability and value compatibility over product characteristics in their purchasing decisions.