The Effect of Price and Product Quality on Purchase Decisions for VIT Brand Bottled Water (A Study on Students of Universitas Trunojoyo Madura)

Abstract

This study discusses the effect of price and product quality on purchasing decisions for bottled drinking water products (study on Trunojoyo Madura University students). The purpose of this study was to determine the effect of price and product quality on purchasing decisions for VIT brand bottled drinking water products (study on Trunojoyo Madura University students) partially and simultaneously, as well as variables that have a dominant effect on product purchasing decisions (study on Trunojoyo Madura University students). The data source used is primary data by distributing questionnaires to respondents, which in this case are students of Trunojoyo Madura University who use VIT brand bottled drinking water products. The The analytical technique used in this research is multiple linear regression analysis using the SPSS 21 program. The results showed that the product quality variable had a positive and significant effect on purchasing decisions for VIT brand bottled drinking water products with a significance level of 0.001. Meanwhile, the price variable has a positive but statistically insignificant effect on purchasing decisions for VIT brand bottled drinking water products.