PENGARUH KUALITAS PRODUK, HARGA DAN SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN MIE KERITING SARI ENAK PADA CV. SUMBER RASA KARANG TENGAH, TANGERANG

Abstract

This study aims to determine the effect of product quality, price and distribution channels on the purchase decision of Sari Enak Noodles on CV.Sumber Rasa Karang Tengah, Tangerang. Population used in this research is customer of CV noodles. Sources of Flavors that buy for resale to the end consumer. The sample in this study were 93 people, calculated using Slovin formula with the method used probability sampling. Spread the questionnaire using Simple Random Sampling technique. The research instrument used as a measuring tool in this study is a questionnaire with Likert scale. Data analysis technique used in this research is by using multiple linear regression method. Test results show that product quality variables have a negative influence on purchasing decisions, prices have a positive influence on purchasing decisions., Distribution channels have a positive influence on purchasing decisions and significant. From the results of research coefficient of determination Adjusted R Square price becomes the variable that has the greatest significant effect, This shows that the better the price will also impact the purchase decision on the CV. Source of Flavor.