Analisis Pengaruh Persepsi Harga dan Kualitas Produk terhadap Keputusan Pembelian Konsumen pada PT Pamos Jaya Mandiri

Analysis of the Influence of Price Perception and Product Quality on Consumer Purchase Decisions

Abstract

This study examines the effect of price perception and product quality on consumer purchasing decisions at PT Pamos Jaya Mandiri. A quantitative approach was applied using questionnaires distributed to 100 respondents and multiple linear regression analysis with SPSS version 21. The tests included validity, reliability, classical assumptions, regression, t-test, F-test, and coefficient of determination. The results show that price perception does not significantly affect purchasing decisions (t = 1.206; p = 0.231), while product quality has a positive and significant effect (t = 5.305; p < 0.001). Simultaneously, price perception and product quality significantly affect purchasing decisions (F = 67.585; p < 0.001). The R² value of 0.582 indicates that 58.2% of the variation in purchasing decisions is explained by the two predictors. These findings indicate that product quality is the stronger factor in encouraging consumer purchasing decisions