PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING (STUDI KERIPIK DAUN KELOR KUBE MAJU BERSAMA)

Abstract

This study aims to determine the effect of product quality on buying interest in KUBE Maju Bersama Moringa Leaf Chips, the influence of price on the purchase intention of KUBE Maju Bersama Moringa Leaf Chips, the influence of product quality on the purchasing decision of KUBE Maju Bersama Moringa Leaf Chips, the effect of price on the purchasing decision of KUBE Maju Bersama Moringa Leaf Chips, the influence of buying interest on the purchasing decision of KUBE Maju Bersama Moringa Leaf Chips, the influence of product quality on purchasing decisions through buying interest in KUBE Maju Bersama Moringa Leaf Chips, the effect of price on purchasing decisions through buying interest in KUBE Maju Bersama Moringa Leaf Chips. The population in this study were all consumers who had bought Moringa leaf chips at KUBE Maju Bersama. Determination of the sample using the incidental sampling method, with the sampling technique using the iteration formula to obtain 100 respondents. The data collection method used is a questionnaire/questionnaire. The analytical method used in this research is descriptive test, data quality test, classical assumption test, path analysis and hypothesis testing. The results of the analysis in this study indicate that product quality has a partial effect on buying interest, price has no partial effect on buying interest, product quality has a significant effect on purchasing decisions, price has no significant effect on purchasing decisions, buying interest has a partial effect on purchasing decisions, product quality mediates purchase decisions through buying interest, and price mediates purchase decisions through buying interest. Based on this research, KUBE Maju Bersama is expected to improve the quality of Moringa leaf chips and adjust prices to the purchasing power of consumers.