PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Kasus Produk Cleo Di Kabupaten Brebes)

Abstract

The purchase decision is a final decision that a consumer has to buy an item or service with certain considerations. Purchase decisions made by consumers describe how far marketers are in an effort to market a product to consumers. Product quality and price are the focus that must be done so that purchasing decisions are higher. The purpose of this study was to determine and analyze the effect of product quality and price on purchasing decisions with buying interest as an intervening in the sale of Cleo products in Brebes Regency. These variables are product quality, price, buying interest and purchasing decisions. This population is customers of Cleo products in Brebes Regency with 98 respondents. The analysis used is descriptive analysis, structural equation modeling (SEM) Partial Least Square (PLS). The results of this study indicate that the direct influence of product quality and purchase intention has a positive and significant effect on purchasing decisions, price has no effect on purchasing decisions. While the indirect effect of product quality on purchasing decisions with interest in buying the intervening variable plays a role in mediating, but does not directly influence price on purchasing decisions with interest in buying the intervening variable plays a role in mediating.