PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN YANG DIMODERASI RELIGIUSITAS (STUDI PADA KONSUMEN MIE GACOAN DI KOTA MATARAM)

This research was conducted on consumers of Mie Gacoan in Mataram
City, aiming to find out and analyze the influence of product quality on purchasing
decisions with religiosity as a moderation variable. The population in this study is
consumers of Mie Gacoan in Mataram City who have bought and consumed Mie
Gacoan. The sample was 140 respondents. This research uses quantitative
methods. The sampling technique uses nonprobability sampling, followed by
purposive sampling, where the sample is selected based on specific criteria
determined by the researcher. Data collection is carried out using questionnaires.
Data analysis techniques include scale range analysis and Smart PLS 4 as the
analytical tool. The scale range calculation results indicate that product quality is
rated as highly qualified, religiosity as highly religious, and purchasing decisions
as highly decisive. The findings of this study reveal that product quality has a
positive and significant on Mie Gacoan purchasing decision. Religiosity does not
have a significant influence on purchasing decisions. Religiosity does not
moderate the influence of product quality on purchasing decisions.