PENGARUH KUALITAS PRODUK, HARGA, DAN KEMASAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA UMKM “MIRANTI KEMBANG GOYANG” DI TANGERANG SELATAN)

Abstract

This study aims to determine the influence of product quality, price, and  packaging on purchasing decisions at the SME "Miranti Kembang Goyang"  in South Tangerang. The type of research used is quantitative research. The  sampling technique used is nonprobability sampling with the purposive  sampling method and utilizing the Cochran formula. The sample consisted
of 100 respondents. Data processing tools include IBM SPSS Statistics  version 22 software. Data collection techniques involve questionnaires. The results of the study indicate that the variables of product quality, price, and  packaging have a significant effect on purchasing decisions.
Keywords: Product Quality, Price, Packaging, Purchasing Decision,