PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN AYAM GEPREK PADA PREKSU MALANG

This study aims to analyze the effect of product quality and price perceptions on purchasing decisions of geprek chickens in Preksu Malang. This research is quantitative research. The population of this research is the consumers of geprek chicken in preksu Malang. Data were collected by distributing questionnaires to 100 respondents using purposive sampling techniques. Analysis of the data used is multiple linear regression and hypothesis testing. The results of this study indicate that: The magnitude of the effect of product quality and price perception on purchasing decisions (adjusted R2) is 61%.