PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA VICKY ANDREA GROUP

The object of this research was consumers who had purchased corn as livestock feed within the last six months, consisting of farmers or business actors in the livestock sector who used corn as a primary feed component. This study aimed to examine and analyze the influence of product quality and price on purchasing decisions at Vicky Andrea Group. The study focused on their perceptions of corn product quality and pricing, as well as how these factors influenced purchasing decisions. This research employed a quantitative approach using an explanatory research method, with a non-probability sampling technique through accidental sampling involving 112 respondents. Data collection was conducted through questionnaires using a Likert scale, while data analysis included validity testing, reliability testing, classical assumption tests, and multiple linear regression analysis with the assistance of SPSS software. The results indicated that product quality had a positive and significant effect on purchasing decisions, meaning that better product quality increased consumers’ tendency to purchase. In addition, price also had a positive and significant effect, where affordable pricing aligned with product quality increased consumers’ purchase intentions.