PENGARUH KUALITAS PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN RANGGINA KACANG OMAMI DI DESA LANONA KECAMATAN BUNGKU TENGAH KABUPATEN MOROWALI

ABSTRACT

Rafida C20120148 The Influence of Product Quality, Price, and Location on the Decision to Purchase Ranggina Kacang Omami in Lanona Village, Bungku Tengah Sub-District, Morowali District, supervised by Syamsul Bachri.

This research aims to examine the influence of product quality, price, and location on the decision to purchase Ranggina Kacang Omami in Lanona Village, Bungku Tengah Sub-District, Morowali District. The sampling method used non- probability sampling, specifically purposive sampling, with 95 respondents. Data collection used questionnaires, which were then processed using SPSS version 26. The analysis method used multiple linear regression analysis. Simultaneously, the variables of product quality (X1), price (X2), and location (X3) have a positive and significant influence on the decision to purchase Ranggina Kacang Omami in Lanona Village, Bungku Tengah Sub-District, Morowali District. Then in the partial test, the variables of product quality (X1), price (X2), and location (X3) have a positive and significant influence on the decision to purchase Ranggina Kacang Omami in Lanona Village, Bungku Tengah Sub-District, Morowali District. The coefficient of determination shows an R square value of 0.833 or 83.3% and the remaining 16.7% is explained by other variables not included in the regression model.

Keywords: influence of product quality, price and location on purchasing decision