Pengaruh Hargadan Kualitas ProdukTerhadap Keputusan Pembelian Sarung Samarinda (Studi PadaPelanggan Toko Sarung Abu Ulfa di Kabupaten Sampang)

ABSTRACT
FATHOR ROSI “The Effect of Price and Product Quality on Decision
of Buying Sarong Samarinda” (A Study on store customers of sarong Abu Ulfa of Sampang District) Under The Guidance Fathor AS.SE., M.M. and Yudhi Prasetya Mada, SE,. M.M.
The price and the quality of product were the main key to win a
competition, which led to higher satisfaction to the consumer at the end. Before
buying product, the consumers would consider the price and the quality of the
product. And then the customer would make a decision about buying the sarong or not. This also applies to the products of sarong samarinda. The variables of the study were price and product quality.
The purpose of this study was (1) to determine the price variables have a significant influence on buying sarong Samarinda, (2) to determine the product quality variables have a significant influence on buying sarong Samarinda, (3) to determine the variables of price and quality products simultaneously and significantly affect on buying sarong Samarinda, (4) to determine which variables are the most dominan on buying sarong Samarinda
This research uses quantitative approach. The sample taking method by
using purposive sampling method with 97 respondents. The data analizing method used in this study are validity test, reliability test , normality test, multikolonearity test,
heteroskedastisity test,multiple linier regretion, determination coefficient, t-test,
and F test.
The result showed that the value of adjusted R Square is 0.715 meant the
influence of independent variables on the dependent variables was 71,5%, while
the remaining values was 28.5%, meant that the values was influenced by other
variables that werenot examined in this study. Based on the F-test, the price and
quality product simultaneously influence to customers on buying product sarong Samarinda significantly. Based on the t-test, the price and quality product had a
significant effect on the dependent variable partially. The dominant variable was
the price.

Keywords: Price, product quality and purchasing decisions.