Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (AMDK) Ewiti di CV. Gloria Maumere

Abstract

This study aims to describe price, product quality, and purchasing decisions, and to examine the partial and simultaneous effects of price and product quality on the purchasing decision of Ewiti Bottled Drinking Water (AMDK) at CV. Gloria Maumere. The study uses a descriptive associative approach with a quantitative method. The research sample consisted of 96 respondents determined using the Cochran formula through purposive sampling with an accidental sampling approach. Data were collected through questionnaires and analyzed using multiple linear regression with the aid of SPSS 26, supported by classical assumption tests, the F test, the t test, and the coefficient of determination. The results show that respondents' perceptions of the price variable (73.70), product quality (72.83), and purchasing decision (70.30) fall into the "Good" category. Hypothesis testing shows that price partially has a significant effect on purchasing decisions (t count -3.159 > t table 1.99; sig. 0.002); product quality partially has a significant effect on purchasing decisions (t count 2.107 > t table 1.99; sig. 0.038); and price together with product quality simultaneously has a significant effect on purchasing decisions (F count 8.278 > F table 3.94; sig. 0.000). The two independent variables jointly contribute 15.1% to purchasing decisions, while the remaining 84.9% is influenced by other factors outside the research model. These findings confirm that affordable pricing and consistent product quality are important factors that CV. Gloria Maumere needs to maintain in order to drive consumer purchasing decisions toward Ewiti AMDK.