PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL MEREK SUZUKI DI KOTA MALANG (Studi Kasus Pada Pelanggan Suzuki United Motors Centre)

The purpose of this study is to describe consumer responses to product quality, price
and purchasing decisions, analyze the influence of product quality on purchasing
decisions, the influence of price on purchasing decisions, analyze the more
dominant variables in influencing purchasing decisions between product quality
and price. The type of research used in this study is explanatory research, with a
population of consumers who have bought cars at the Suzuki United Motors Center
Dealer, with a sample size of 100 respondents. The data analysis technique uses
multiple linear regression analysis. The results of the analysis show that product
quality is in the good category, affordable prices and high purchasing decisions.
Product quality affects purchasing decisions, price affects purchasing decisions and
product quality has a dominant influence on purchasing decisions for Suzuki brand
cars among consumers in Malang City.