PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN YANG DI MODERASI OLEH HARGA (Studi Pada Konsumen Kafe Labuh Ruang Di Dau, Kabupaten Malang)

This study aims to describe the condition of product quality, price and purchasing decisions, to analyze the influence of product quality on purchasing decisions, to analyze the influence of price on purchasing decisions and to analyze the role of price in moderating the influence of product quality on purchasing decisions. The
population in this study were consumers of Labuh Ruang cafe with a total of 160 respondents using purposive sampling techniques. The method used was moderation regression analysis with SPSS 25. The results of this study indicate that product quality has a significant positive effect on purchasing decisions, price has
a significant positive effect on purchasing decisions and price can moderate the relationship between product quality and purchasing decisions.