PENGARUH PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KARTU PASCABAYAR DI GRAPARI MALANG

This study was conducted to determine and analyze the influence of price perception and product quality perception on postpaid card purchasing decisions at GraPARI Malang. This study used quantitative methods. The data collection technique in this study used a questionnaire. A sample of 150 was conducted using a non-probability sampling technique. Multiple linear regression analysis technique. The results show that price perception has a positive and significant effect on purchasing decisions. This means that the more affordable the price, the more confident consumers are in making purchasing decisions. Perception of product quality has a positive and significant effect on purchasing decisions. This means that the better the product quality, the more confident consumers are in making purchasing decisions. Price perception is dominant compared to product quality perception. This means that consumers in making purchasing decisions are predominantly influenced by price rather than product quality. Consumers are more influenced by how appropriate or affordable a product's price is, rather than how good the product's quality is.